Payless, Suckmore

A year ago, almost to the date, I wrote a heartfelt and disparaging review of the redesign of the Payless Shoesource identity on Speak Up — Brand New’s “mom” as I like to call it. Since the launch of this blog, the most requested logo review and/or tip has been for Payless. More than a dozen times. I always point our readers to the link above and explain that we try to keep our reviews as current as possible and prefer not to discuss older work. Until now I had refrained on bringing up Payless again, but the recurring requests are perhaps an indication (or is it vindication?) of my original feelings… That the old Payless identity, in all of its Cooper Black glory, had too much equity that could have been evolved instead of being replaced by an unnervingly mea