Bell- ER campaign. The letters are closER.

I was planning on ranting about the new Bell campaign, but instead I think I'll just share some great analysis from BRAND NEW, a blog from Under Consideration.

How does Zak Mroueh and his new agency get business like this? What was that call like? "Hi Michael?, it's Zak-- I just started a new agency, you need a new brand because you're sucking and everyone hates you-- why don't we work together--- I'll even kill the beavers for you...! Just tell Cope it was part of the deal from before and that the teachers hate the Beavers, and he'll go along with it."

I will agree with Christian Palino, the swoopy rings around the stylized head, and the fat italics had to go.