First Ardsley, and now Westchester County? Let’s face it, our region’s “logo redesign” game is striking all the wrong chords.
Ardsley’s “Meh” Moment
Ardsley’s $75,000 rebrand got torched by residents last summer when, instead of hometown pride, it sparked immediate criticism for its bland, corporate vibe. It took just seconds for a local resident to run the logo through Google Images, revealing several nearly identical marks—making it hard to believe a creative shop got away with this. Residents felt the design was cold, generic, and—worst of all—detached from the community it was supposed to represent. The verdict was swift: “This looks like clip art.” The result? A costly PR headache that could have been avoided.
Westchester County’s ‘Hinge’ Mishap
Enter Westchester County’s $102,750 logo rollout. The design, featuring abstract lines and “WC” typography, immediately drew criticism for its unflattering resemblance to the Hinge dating app logo and unfortunate reminder that “WC” is international bathroom slang. Critics panned it for being out of touch with the county’s history and culture—clearly not the “bold” statement that justified its six-figure price tag. The New York Post’s article featured reactions from local graphic designers, residents, and even a Westchester County creative marketing agency owner you may know. 😉
Spoiler: these aren’t just design fails. They’re strategy fails.
As the Owner/Operator of a local creative agency and a lifelong resident of Westchester, I’ve got a few thoughts on what went wrong – and how to avoid the same fate in the future.
Where It All Fell Apart
When brand identity backfires this spectacularly, it’s rarely just about bad design. It’s a cocktail of missteps in storytelling, collaboration, and execution.
Storytelling that Falls Flat
A logo isn’t just a combination of shapes and colors — it’s a story. Westchester’s designers (based out of Virginia) had to explain that their design choices represented history, nature, and waterways. But if the public doesn’t feel that connection, what’s the point? A great logo doesn’t just tell a story—it makes you feel it.
“Collaboration” That’s All Talk
Ardsley and Westchester both claim they sought public input, and that’s probably true, but here’s the thing: if your audience feels blindsided by the final product, was it really collaborative? The final results suggest a gap between community expectations and delivery. Branding identity works best as a co-creation process. Without genuine buy-in, you’re left with a logo that feels more “dictated” than “designed.”
Uninspired (and Overpriced) Design
Let’s call it like it is—generic logos aren’t worth five figures. Ardsley’s design screams “template,” and Westchester’s isn’t much better. For that kind of money, originality shouldn’t just be an expectation—it’s non-negotiable.
Sticker Shock and Public Perception
Drop $75K or $102K on a logo, and people expect “wow”. The community rightfully expects exceptional results. If the outcome falls short, the conversation quickly shifts from design critique to fiscal responsibility. This creates a challenging situation for both the community and public officials who approved the investment. The resulting PR challenges can overshadow even the most well-intentioned rebranding efforts, damaging public trust and making future strategic initiatives more difficult to implement. If you don’t deliver, the narrative shifts to, “Was this worth it?” When public money is involved, that’s a PR storm waiting to happen. And for any public figure responsible for greenlighting the work, it puts them in a tough spot; after all, who wants to say, “I’ve been taken advantage of”?
Experience Matters
Here’s the hard truth: not all agencies have the chops to guide clients through branding. Without a strategic, experienced partner, it’s easy to fall for designs that don’t resonate—or worse, actively alienate your audience. Alternatively, when an agency smells ‘easy prey’ they don’t roll out the big guns; they use AI and the ‘B Team’ to do the work.
How to Do Brand Identity Right
At brandbliss, we’ve avoided these pitfalls over the last twelve years. Here’s how we make sure branding doesn’t just look good—it works:
Dig Deeper in Discovery
Surface-level symbolism doesn’t cut it. We go beyond the obvious to unearth what truly makes your brand unique. For Westchester? That might mean capturing the county’s diversity and rich history in ways that feel personal—not perfunctory.
Collaborate Like You Mean It
Real collaboration extends beyond basic surveys and focus groups. It means engaging key stakeholders—local artists who understand the community’s creative pulse, students who represent its future, and business owners who drive its economy. This level of authentic engagement doesn’t just change how the final product looks—it transforms how the community connects with and embraces it. While this collaborative approach requires greater investment of time and resources, the resulting stakeholder buy-in and community alignment deliver lasting value.
Design with Distinction
A logo isn’t just a pretty face—it’s a handshake. It should be unmistakable, memorable, and completely yours. We don’t do copy-paste designs that could double as clip art. We understand that sometimes, the ‘hard’ is in the ‘simple’ and rightfully so. Many people mistake simple for easy, but it’s actually not the case with brand identity work.
Think Beyond the Logo
A logo is just one piece of your brand puzzle. How does it tie into your messaging, mission, and the way people experience your organization? We make sure everything aligns for maximum impact.
What Clients Say
This isn’t just talk—it’s a process that works. Here’s what Danielle M. from Danielle Nicole Interiors had to say about the logo design done by brandbliss:
“Working with Rich and the brandbliss team was the best move for my company! They helped rebrand my business, and the feedback from new and existing clients has been amazing. They know how to get the job done right while keeping you a part of the whole process. Happy to have them as an asset to my company.”
Final Thoughts
Ardsley and Westchester’s logo dramas are cautionary tales. When branding doesn’t connect, you don’t just miss the mark—you miss an opportunity to inspire pride, unity, and growth.
But here’s the good news: it doesn’t have to be this way.
At brandbliss, we craft brands that aren’t just memorable—they’re meaningful. If you’re ready to create something that actually resonates, let’s talk.
Your audience deserves better than clip art. Let’s give them something worth remembering.