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The orange underpants logo and the value of testing

from The New York Times

A few months ago, Robert Moore's company, RJMetrics, proudly released a new logo: an orange dodecahedron. It had everything: a great back story, an alignment with company values and the potential to revolutionize the way customers perceived the brand. Unfortunately, it also had a problem: To some, the logo looked like a giant pair of orange underpants. The issue was resolved with a few tweaks to the design, but it could have been avoided entirely if RJMetrics had done a better job of testing the logo before it was introduced. more


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