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: I'm having an oddly branded breakfast. First there was the orange juice. I got it out of the drinks fridge at work and it's orange juice in a can, which orange juice should not be, but we didn't have any in bottles so I tried it. It's Tree Top orange juice, and the aluminum can has the Tree Top logo on it, which is two apples. There are two apples on the front of my can of orange juice! Above the apples it says "Washington's Best"--the first time I've ever heard it intimated that Washington state grows a variety of oranges so vast that some oranges are better than others.

The orange juice is awful. Beaten and bruised by the mispackaging and misbranding and acidic aftertaste of my orange juice, I staggered back into the kitchen for some pepper for my scrambled eggs. I got a little packet of Morton Pepper. There is a picture on the packet of a girl holding a canister of Morton salt. There is a picture of salt on my pepper packet!

This is why new logos nowadays are so vague and swooshy. The same logo that propelled you to fame as an e-business solutions firm will serve you just as well when you remake yourself as a provider of e-solutions for business.


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