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Gardner Design's Bill Gardner critiques logos for Fortune online gallery of makeovers

WICHITA — Fortune magazine has a new online gallery of logo makeovers from companies like Pepsi (left), UPS and Starbucks.

Wichita's own Bill Gardner of Gardner Design was asked to be one of the experts who critiqued the new logos.

Gardner has Logo Lounge, which includes a series of books and a Web site devoted to logos from around the world.

Gardner liked some of the designs spotlighted by Fortune, such as IBM's, which features lines that IBM says are supposed to represent "speed and dynamism."

“They owned the lines going through it before everyone started using lines," Gardner told the magazine. He added that due to the logo's simplicity and originality, "you have a hard time desiring to mess with it."