K-Arvutisalong or Klick is a network of computer and parts selling shops in Estonia.

This is another example of rebranding done poorly. New logo (on the right) was made in Euro RSCG Idea and since then the success of these stores considerably lowered. It was a joint fault of the rebranding and “effective management”.

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I personally believe that Scandinavian Design Group are mostly gay. This is their newest big work – rebranding of Statoil:

Why is it bad?

• It’s rose-red-violet, that means “for women” or “gay” in a huge number of countries. It actually does, it’s not just stereotypes or something, people tend to perceive colors as it’s common to them.
• Rose is also a color of stupid, blonds and emos :).
• The strange mill thing is a sign of beauty salon, web 2.0 site, travel company, windmill factory or a helicopter flights teaching school. It certainly not a gas station sign, sorry.
• The Statoil sigh won’t stand out or be seen from far away, the font of it is beautiful, but it’s not the right one for outdoors.
• The old logotype was much better and it worked – so where is the point in rebranding?

A few other photos of Statoil wellness SPA:

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