Dairy Queen’s current logo, and the new one

You know that feeling of terrible disappointment when you leave ice cream out too long and it turns into a soupy mess of room temperature sugar-goo? Yea, that’s what I felt when I saw the new Dairy Queen logo over on BrandNew. (which is a fuckin awesome blog). Check out the post to read the some harsh comments on the logo and the Press Release. I suppose this is the logo equivalent of Sanjaya Malakar.

I seriously try not to pick apart other people’s work or to make fun of the creative outcomes on what was obviously a big ordeal, but this logo re-design is a whole lotta nothing! Maybe they were just chasing Baskin Robbins and their equally stupid logo (which I commented on a while back).

If you ask me, they should have gone “web 2.0″ and busted out with a logo that looks something like this.

// a tale of brands & branding
//