Paul Worthington on GE's Three-way

After a perfectly raucous presentation at the Brand New Conference last week, I remembered I wanted to post this excellent criticism by Paul Worthington of Interbrand’s work for GE’s recent split into three companies. It’s not about the design work — although that gets its own diss: “They did something horrendous to the typeface. Three times.” — but about the “strategy” behind it. It’s a slightly long but very entertaining read.