Açúcar União’s New Logo

Few things are more romantic, and perhaps pointless, than lamenting the loss of a good visual identity. Ultimately, however, brands are part of our culture, and it hurts to see greatness go.

The latest episode: Açúcar União.

I will refrain from detailing what makes the new logo so much worse than the one from 1975. Same for the packaging. Instead, see the before and after, and draw your own conclusions.

1975 Logo


2015 Logo


1975 Packaging

2015 Packaging