#HTE

Viktor Hertz’s Honest Logos Don’t Shy Away From Calling Out Big Brands

Since 2011, Swedish designer Viktor Hertz has been reimagining corporate logos to better reflect the reality of what those companies have to offer. Hertz carefully replicates each logo and works on a new name that will both capture the essence of their product and fit into the existing (often iconic) graphic design—he refers to the process like working on a jigsaw puzzle. A few of them, like Netflix (Nextfix), are so seamless you might do a double-take.

Often brutally honest, Hertz has rebranded companies like Instagram (Insecurity), Starbucks Coffee (Sugarbomb Combos), and Trump Tower (Plump Power). So far, Hertz has only gotten in trouble once, receiving a cease and desist from Absolut Vodka for his “Absolut Vomit” take. (He’s since updated that one to Advertised Venom, a less direct jab.) Hertz recently debuted a series of new designs and edited some older ones, bringing his total up to 50.

Check out some highlights below and if you have any recommendations for who Hertz should rebrand/skewer next, let us know in the comments!