There’s been a growing movement of big-name brands losing their personalities.

The latest large company to complete their logo “refresh” is Best Buy. Just this spring, they announced a logo redo that included taking their name, setting it upright and placing it outside their infamous “tag.”

While it is pleasant enough and unassuming – it leaves little impression on the viewer and has become static (at least I’m happy they kept the tag).

Losing a personality is typically a result of endless revisions and taking in everyone’s opinion.

But, then again, this could have been their aim.