Less Isn't Always More

Something of note and interest, Payless Shoes has rebranded. Not only have they rebranded, they have done a complete overhaul of their look. Although it may have been time for a change, I don't foresee this new logo gaining any new ground, considering it has no visual correlation to its industry. The web savvy, clean cut style is much more contemporary, but the composition lacks weight and impact. In the end, the effect is neither here nor there and probably a colossal waste of time and energy. The animation definitely says it all.