Three Cheers for the Laundry Detergent

Since 2006 when we launched Brand New there has been one constant: every two years, the Procter & Gamble laundry detergent, Cheer, redesigns. The first redesign came in 2007 and the second in 2009. We’ve become, like, their official identity biographers. Back in July, Cheer introduced its third look in four years. Pre-2007, 2007, and 2009 logo and bottles. This is the best of all attempts. Of the logos this is the least annoying compared to 2007’s squat version and 2009’s party-in-a-box version. 2011 is far from great — the rounded corners on the bottom of the characters are uncalled for and even though I get that they were going for tight letter spacing this seems a tad too tight for the product it represents — but it’s an improvement. The bottle is