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Target : up & up 0

Target has redesigned their house brand with nice-looking arrow graphics, called up & up. It looks great with lots of white space and very simple system of design. The quality of the products so far is not good. There are American companies who fund and develop science & technology (not to mention marketing) which the retailers (The Home Depot, Lowes and Walmart) just rip off and slash the price. Nice branding on bad products.

Pepsi Redesign Rationale 0

If you haven’t already, treat yourself to the pdf rationale of the new Pepsi identity. This AdAge article sums it up nicely. It’s probably a HUGE success, just because it’s making the news everywhere, breaking out of the marketing community and into the mainstream. Score for Peter Arnell (the egomaniac designer) and score for Pepsi. Any of the Pepsi’s wasted money and the designers wasted time has easily been made up with free media exposure within the last few days.

Hopefully this hasn’t created a new professional standard for logo design. The BS meter is off the charts. The comments on this Gawker post are hilarious.