This is bad. Real bad. Hey, anybody who knows me will tell you I am all for a clean, minimalist approach; when executed properly. But the hideous new redesign for Blimpie is anything but proper. This dumb green mess is stale and presents absolutely zero personality, which, I for one, at least thought the previous identity had.
Set in standard Futura, this sorry excuse for a mark is barely kerned properly let alone engaging. Really? They couldn't bring a hint of life into any of the characters? At least create a contrast between logotype and tagline? Looking at the before and after here, you really want to believe the labeling is reversed. Who approved this thing? Anyone know if it was done in-house? Is this a joke? Apparently not.