So @24thminute asked for my critique of #CFMTL rebrand from a professional designer/brand expert POV. This is what I sent.

Warning: This take is hot.



As a design: It’s a solid salute to Canadian designer Burton Kramer. But in a graphics course assignment kind of way.

As a logo: It ended up looking like it was bought on fiverr. The circular word art is lazy. Circular text can work, but this doesn’t do it for me.

As a sports logo: Fail. Does not work.

As fodder for humiliation: Full marks.

Things people have said it looks like: A cat’s anus, the Greendale flag.

Anticipated slag: No-bell Snowflakes.

Now, I say all this knowing full well there’s a designer out there who did their best with what they were given in the way of time, direction and feedback.

And proper branding is not a quick and easy process. Have a look at the development process for the new Burger King logo: https://twitter.com/milesnewlyn/status/1349322598467960832

But this is just my opinion, and as a TFC supporter to put.

Maybe in a different context it would work better.

At least it lead me back to the Burton Kramer rabbit hole. Which is always a glorious thing to dive into.

http://www.designculture.it/interview/burton-kramer.html