27. Payless Redesign.

Ok, here's the new Payless ShoeSource look. I won't say as much about it as the last Mastercard fiasco (because that was terrible on a whole other level.) It's probably a little trendy and probably will not stand the test of time - but the one thing that does make me cringe is the growing problem of using bland, modern fonts in logotypes that render the identity almost meaningless and certainly blends in with the 50,000 other fonts of the same ilk. Don't get me wrong, I have no love for Cooper Black (the font in the old mark), it's just that all these new logos and their typography have no real personality. A million fonts to choose from (or create) and we get the same ones over and over again - as if the point is to look like everyone else. I (and others) have a suspsicion that marketing directors look at other major identity redesigns and figure if they do the same thing, they'll keep their jobs.