R.I.P. Dr. Phil Ling



As many of you probably already know (because I'm ALWAYS talking about it), I work at Sugar Mountain- a candy store. In fact, it is this candy store that I'm working on for my rebranding project. As of yesterday, the logo was CHANGED to discard a graphic element in the back as well as my beloved Dr. Phil Ling (filling...? get it?) The tagline is still, I think, "recommended by 4 out of 5 dentists" but now no dentist. Sure, it's not as cluttered, but.... eep.

I understand my boss' desire to simplify and make more iconic, BUT lose the dentist?
Do logos really have to be super-simple to be effective??

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