Well, it's a dubious honor, but logo and branding blog Brand New has noted that TEP's logo redesign was one of the worst received redesigns of 2012.

• underconsideration.com/brandnew

Yeah—you know your logo isn't great when 83% of branding and logo nerds think that your logo was poorly done.

For fun, let's look at some Brand New reader comments!

Bleh. Prefer the old one. I mean, sure, update it. Change or don't require the weird box. Figure out what the line is for, maybe do something fun with the angles in other places. Update the type. Done. Don't even have to update the stickers on every truck right away, and you look more on top of it.

New one could be literally anything. Oh, and isn't a logo. It's text with a swoop. Gonna look bad on hardhats, bills, sides of trucks, etc.

Swoosh? Check. Gradient? Check. Bold Italics? Check. Bullshit rationale? Check.
Send them the invoice- this design is done!

TEPid

You see what I did there..

Harsh words. Really though, I'd have to agree—the old logo, while dated, at least represented the business. The new TEP logo is bland. It doesn't exactly scream "We're the people who keep your fridge cold, your TV on, and repair things when squirrels want to commit suicide-by-transformer."