Brand Reviews & Critiques

Expert critiques of real-world rebrands, visual identity updates, and strategy shifts from top brands and cultural institutions.

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Recent Articles

The Airbnb Update: When UI Design Doubles as Brand and Business Strategy

Design Critique Podcast

The Airbnb Update: When UI Design Doubles as Brand and Business Strategy

Domino’s Rebrand: When a Pizza Company Designs Like a Tech Company

How Domino’s pulled off one of the most quietly brilliant brand updates of 2025.

Walmart’s Brand Refresh: A Masterclass in Evolution, Not Revolution

Walmart’s refresh refines, not reinvents. A calculated Spark, custom typeface, and bold contrast make this update a masterclass in brand evolution.

OpenAI's Brand Refresh: When AI Companies Hire Human Designers

We try to unpack the visual evolution of the AI giant responsible for ChatGPT, examining the sleek typography, minimalist aesthetic, and animations created, ironically, by humans.

Tottenham Hotspur’s Rebrand: A Masterclass in Brand Refinement

Baskin-Robbins 31 Flavors gets a Branding Refresh by Looking at the Past.

Brand Review: The Identity Crisis of the Washington Commanders’s New Logo