The 2017 logo refresh I just caught at my local bakery is driving me nuts

I stopped into Tartine on 6th street today and noticed their wall sign has a 2017 logo update that completely ruins their old hand-drawn look. The shape went from a soft custom serif to this blocky Helvetica-style mess. Anyone else spot a redesign from a few years back that you still can't unsee? What happened to the original designer who sold them on this?

2 comments

2 Comments

zarak185d ago

The 2017 shift kills me because the old serif had all that personality, the little flourishes on the letters felt like the baker’s signature. The new blocky type just screams “corporate template,” like they hired someone who only knows how to open a default font menu. The designer who sold them on it probably pitched it as “modern and clean,” but it just reads as lazy and cheap.

mila_jones394d ago

Oh come on, really? It's a bakery logo, not a piece of art hanging in a museum. Yeah, the old font had some flair, but honestly, did anyone outside of a design nerd forum even notice the change? I walked past that place for years and couldn't tell you what the sign looked like last week. People are acting like they erased the Mona Lisa's smile or something. If the bread's still good, who cares if the lettering is a bit plain? You're buying pastries, not typography.