James Lex
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Logo

A collection of analysis (and sometimes rants) about what it takes to craft a distinctive logo.
Why the Washington Commanders Rebrand Missed the Mark
Brand Identity

Why the Washington Commanders Rebrand Missed the Mark

The Washington Commanders rebrand has been out for a few months, and after receiving less than favorable reviews, they've already made a change. What went wrong with the rebrand?
Apr 18, 2022 — 5 min read
Breakdown: Washington Commanders Logo and Brand
Logo Featured

Breakdown: Washington Commanders Logo and Brand

Washington's NFL franchise went through an 18-month process to select a new nickname, brand, and identity. Did it pay off?
Feb 2, 2022 — 6 min read
How many logos can you count?
Broadcast Graphics

How many logos can you count?

While watching Thursday Night Football, I realized some poor soul had to combine a bunch of logos on one screen...but how many?
Dec 8, 2021 — 1 min read
5 Reasons Why the New Library of Congress Logo is Terrible
Logo

5 Reasons Why the New Library of Congress Logo is Terrible

The United States Library of Congress new logo and brand removes all hints of classical American imagery.
Dec 2, 2018 — 4 min read
Breakdown: New Marvel Studios Fanfare and Logo
Logo

Breakdown: New Marvel Studios Fanfare and Logo

In case you missed it, Marvel Studios announced a new logo and fanfare (opening graphics sequence before every film) at SDCC. Here’s the one you’re familiar with. (EDIT: YouTube does not have the original fanfare with the animation, but we still have the audio) Composed by Brian Tyler,
Jul 22, 2016 — 3 min read
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