The Best and Worst Identities of 2018, Part 3: The Worst Reviewed

I know this particular list is becoming the least popular — or the least satisfying — and it’s the first year where I have considered not even having it. Part of it is the optimistic progress of big companies, products, and services getting their redesigns right. Not great necessarily, but right. And another part has perhaps been my own editorial process where I load the Reviewed section with the more interesting projects because those are the ones that are more fulfilling to write about and showcase in depth. I’m sure there will be plenty of comments filling in the blanks of what I did not include here and that’s fine. What’s worst for you may not be worst for me. My main criteria for inclusion in the Worst selections is “Does this make me cringe?