EMS and Under Armour

Pr*tty

I don’t know when EMS updated their logo, but this is definitely a way cooler, and edgier look for them. The abbreviation, and even the color, are maybe too web-2.0-ish, but at least they kept it simple and flat.

Sh*tty

I know Under Armour isn’t really the same retail category, but I’ve been dying to show this logo here. Man, do I hate it. Sometimes bad logos are like bad pop music. You see them often enough that they become bearable, even likable. But I never tire of thinking this identity is sh*t.