Jan
21
Equaline is a brand owned by SuperValu that sells mostly commoditized bathroom products. For quite a while, my Floss has had the logo that you see on the left, which after staring at it for a long time, I suddenly realized the genius of: the two equal lines, breaking up the ‘equa’ and the ‘line’, and the justification of the letters, making the two fit above the lines equally. Altogether, a very clever, understated branding. On the right, we see the new logo; it’s formulaic, and removes the equality between the two halves. Indeed, even the weights of the “Equal” and the “ine” are different, which makes the letters made of unequal lines. What a shame.
