Disqus - Latest Comments for scottperezfox

Re: Working Undercover

Prescott Perez-Fox — Thu, 11 Jun 2026 16:17:32 -0000

The exception proves the rule. Traditionally, stadia in Europe belonged to a place — Stamford Bridge, Old Tafford, Stade du France, Stadio Olimpica (Roma), and so forth. But ah, it's perfectly normal for European sports to have a "shirt sponsor" where the logo turns every 3-year-old fan into an unwilling brand ambassadors for an airline or bank half a world away. Pick your poison.

But of course the worst of both worlds is coming for us. Soccer and Rugby are now being played in named stadia, and American teams are rocking more and more logos on their uniforms and court surfaces itself. Just ask Caitlin "Salesforce" Clark. https://uploads.disquscdn.c...

Re: Working Undercover

Prescott Perez-Fox — Thu, 11 Jun 2026 16:12:09 -0000

One good cartel deserves another. I'm genuinely surprised that FIFA emerged victorious in a legal brawl between titans. I would not have been surprised if it went the other way, where stadium-owners extort the hapless global soccer fans into pronouncing "Guaranteed Rate Field" in their native tongue. Words like "all" in a 30-year, 100-million-dollar contract can get interpreted either way.

Honourable mention to the Cards Against Humanity Baseball Place in Joliet, Illinois for being both painfully obvious and cheeky in their naming endeavour.

Re: New Logo and Identity for AOTO by Gärde Design

Prescott Perez-Fox — Thu, 11 Jun 2026 10:08:49 -0000

Really only works as an animated logo. To that end, it's cool, but not terribly versatile (as half the mockups prove.)

Re: New Identity for COBS Bread by Rethink

Prescott Perez-Fox — Wed, 10 Jun 2026 13:57:36 -0000

Also, "I'm hungry now." which is a different measurement of success.

Re: New Identity for COBS Bread by Rethink

Prescott Perez-Fox — Wed, 10 Jun 2026 13:57:13 -0000

Glad I'm not the only one who noticed that. It's one thing to adhere to a 9-column grid, or whatever, no matter the overall aspect ratio, but this goes out the window fast. Why bother showing that.

Re: New Logo and Identity for Ideogram by How&How

Prescott Perez-Fox — Mon, 08 Jun 2026 11:36:33 -0000

The copy and graphics alike feel as if they were generated by AI itself. Soulless.

Re: New Identity for Schweppes by JKR and Studio.One

Prescott Perez-Fox — Thu, 04 Jun 2026 14:05:29 -0000

CD? This feels like client-level intervention.

Re: New Logo and Identity for One Day by R/GA

Prescott Perez-Fox — Thu, 04 Jun 2026 14:01:34 -0000

Modern hipsters — the kind who still love grainy b+w photos — are obsessed with 19th century shit. Not just in Portland.

Don't even sweat it — it's an obscure reference I suppose.

Re: New Logo and Identity for One Day by R/GA

Prescott Perez-Fox — Wed, 03 Jun 2026 18:47:17 -0000

The Dream of the 90s

Re: New Logo and Identity for One Day by R/GA

Prescott Perez-Fox — Wed, 03 Jun 2026 18:44:09 -0000

Funny enough, it's the only instance that is dark-on-light. A weird test of whether or not the wordmark only works when rendered with lights rather than ink. Seems to be viable in both!

Most people would've chosen a business card or a mobile phone screen but you do you.

Re: New Logo and Identity for Interbrand done In-house

Prescott Perez-Fox — Tue, 02 Jun 2026 15:08:26 -0000

Yes, but Corporate Minimalist™ is different from Hipster Helvetica©. Weird spacing. Too much uppercase. It commands way more attention than it should, and doesn't demonstrate typographic or photography savvy at all. There is indeed a way to stay quiet and let your clients' work take center stage, but this ain't it.

Re: New Logo and Identity for Interbrand done In-house

Prescott Perez-Fox — Tue, 02 Jun 2026 09:49:27 -0000

I actually can't believe that the minimalist hipster Helvetica aesthetic made it all the way to production. Surely this trend has been dying for ten years already. The whole thing is irony in graphic design form. Bad spacing, difficult legibility (via uppercase), overexposed Polaroid photos, minimal colours if not black-only. Is this the best we can do?

Re: New Logo and Identity for WOW by Plural

Prescott Perez-Fox — Mon, 01 Jun 2026 11:07:36 -0000

Good to hear! I'm so used to being disappointed by identities which are borderline impractical. The mockups promise a big idea that often gets ground down in practice.

Re: New Logo and Identity for WOW by Plural

Prescott Perez-Fox — Thu, 28 May 2026 18:19:14 -0000

"Why does it look so dull in print?"

"That needs to be a spot colour, not process."

"What's a spot colour? What's process?

^ This is a conversation that will happen, it's just a matter of when.

Re: New Logo and Identity for MedExpress by Pentagram

Prescott Perez-Fox — Thu, 28 May 2026 10:40:06 -0000

That's their new ad slogan — MEEEEEEEEEED-Express

Re: New Logo and Identity for OpenCoreOS by Further

Prescott Perez-Fox — Wed, 27 May 2026 11:02:17 -0000

Less Bishop, more Claude. With a jumbled Slinky.

Re: New Logo and Identity for Cowboy Space by Smith & Diction

Prescott Perez-Fox — Thu, 14 May 2026 15:04:56 -0000

Part of it, perhaps, is the shocking contrast between anything space-related and the concept of a remarkably analog profession like cowboy. What is the rocketry equivalent of sleeping next to a steer, on a muddy prairie, two days ride from Dodge City, KS ... and how do we embody that in an iPhone app icon?

Re: New Logo and Identity for Cowboy Space by Smith & Diction

Prescott Perez-Fox — Thu, 14 May 2026 12:03:51 -0000

I was about halfway down the imagery when my brain finally kicked in and discovered it wasn't "Space Cowboy." I'm just too much of a Jamiroquai fan to re-arrange my neurons.

Re: New Hire, Who Dis?

Prescott Perez-Fox — Thu, 07 May 2026 13:17:56 -0000

I'm just a simple country lawyer, but since when does a "Chief Brand Architect" get in the digital mud and rebuild complicated websites like the Social Security Administration or Passport-rewewal process? Seems like an awful lot of spin, basically positioning him as a figurehead.

Re: New Logo and Identity for Calder Gardens by karlssonwilker

Prescott Perez-Fox — Tue, 05 May 2026 18:24:22 -0000

We should make a book and sell it for $30.

Re: New Identity for Panera Bread by 72andSunny

Prescott Perez-Fox — Tue, 05 May 2026 10:56:13 -0000

Love the ongoing and almost-real-time monitoring of art movements. But I totally know where you are coming from. This update strips out the destination element of the Panera brand in favour of the food and food alone. There is no destination, no hint at the experience of sitting down to eat. Just food.

Re: New Logo and Packaging for Maxi Health by M/OTG

Prescott Perez-Fox — Mon, 04 May 2026 19:39:04 -0000

I believe scientists call this the "jumbled Slinky."

Re: New Logo and Packaging for Maxi Health by M/OTG

Prescott Perez-Fox — Mon, 04 May 2026 08:56:24 -0000

Great, we now have to design for the medium of giant illuminated cubes.

Re: New Logo for Cal Performances

Prescott Perez-Fox — Thu, 30 Apr 2026 18:28:47 -0000

Hard to maneuver with such a short first name and huge second name. Scholars call this The Apu Paradox.

I wonder if they'll change to "CalPerform" before too long.

Re: Split Personalities

Prescott Perez-Fox — Tue, 28 Apr 2026 14:44:47 -0000

I feel like this blog needs an alternate identity for April Fool's next year.