The Year in Review Part 1: The Most Notable

This year’s two most notable projects on Brand New — where not just the whole design industry but the whole mainstream media were talking about them — were not even presented as proper rebranding projects because they were so far from typical and so unexpected. It will come as no surprise that the number one spot is going to Twitter rebranding as X, a change that literally happened overnight and the second spot going to a campaign — We ❤️ NYC — that maybe doesn’t even qualify as an identity or a brand but still dominated the news cycle for days on end, more so than the rest of the top five most notable redesigns for major brands like Pepsi, Reddit, and Johnson & Johnson, which were significant changes but not stop-the-presses! level. We did end racking up 21 of what I consider to be th