Hey everybody, Chris here. We're trying something a little bit different than what we normally do for the podcast.

We're doing solo episodes, these are shorter, more contained.

Built around certain themes and questions I think are very relevant for us to be talking about.

So wherever you're listening to this, however you're seeing this, let us know in the comments and the feedback, what you think, and we'll make some adjustments. I'm going to do. So this is a topic that a lot of designers get really upset about because whenever there's a new logo or rebrand refresh the

internet goes crazy especially designers who talk about the aesthetics of it so you

know how I feel about that but I'm actually going to talk about aesthetics on this episode. One logo that I think is totally garish for a

company that knows better that deserves better that's I believe a multi-billion

dollar corporation is your cover here is under armor.

Okay let's talk about the under armor logo and if you're not familiar with it I'll do my

best to describe it for those of you that are listening to this. Under Armour logo is two half

ellipses that overlap and intersect and they're flipped upside down. So you can see

the X in it, so it's cool to see the letter X. That letter X is super sexy

so good idea there. And it's really a U and an A

overlapping. So can you imagine that? Two half ellipsis open in the middle. So one goes up and one goes down,

they're inverted under armor. So this is one of those logos where you think, okay, great idea. I can imagine being in the board of directors, chief marketing officer, where the branding design firm presents this thing.

It's like there's a you, there's an A and there's an X in it and it's like the X factor of

under armor. Isn't that cool? What a terrific idea. And everybody applauds and

said let's just adopt that and this is one of those

moments where the idea could be so strong where you can approve it beyond the

aesthetics for me the aesthetics of this mark is horrific.

Like I don't know much about the company.

I actually own some under armor clothing

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