Keep a sharp eye on the identity details
Brand New’s current review feed offers a compact way to study how contemporary identities are being built, critiqued and extended.
A useful morning ritual: compare the mark, system and real-world behaviour.
The Story
UnderConsideration’s Brand New remains a useful visual reference desk for current identity work, with recent entries including Melius, McLaren, End Water Poverty, Alexa of London and Bankrate. The value is not only the projects themselves, but the built-in habit of comparison and critique. ([underconsideration.com](https://www.underconsideration.com/brandnew/?preview=true&utm_source=openai))
For a working designer, a logo is rarely the whole story. Look for how the identity behaves across hierarchy, motion, language, environments and awkward practical applications—the places where a visual idea proves whether it is a system.
A Studio Wensday practice worth borrowing: save one identity each week, then write three notes—what is distinctive, what is scalable and what becomes generic under pressure. Taste grows faster when observation becomes explicit.
Studio Wensday Angle
Use identity reviews as a disciplined way to train visual judgement.