Social Changlings

Is debranding the new branding? Or is debranding even a thing? None of the case studies shared in this expansive Bloomberg editorial will be news to LogoLounge readers. Nor will the long recounting of the reasons behind brand simplification/alteration be surprising. But at the very end, the writer promises to share a future that “builds on the power of debranded portals”—in his next column. Stay tuned.


Designer Andy Lester had had his fill of clients who “don’t care about the environment, animals, or people.” So after a decade of working for other design firms, he opened his own office, Childish Design, to focus on “purpose-driven startups” and non-profits. Check out one of his very first projects and learn more about his plans at

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