First, I would like to stress a couple of facts: I haven’t watched (nor intend to watch) James Cameron’s Avatar, and I have absolutely nothing against the movie or its fans. Also, if you arrived here looking for a movie review, allow me to redirect you to the right websites.

Now that I made myself clear, let’s get down to business: Visual identity. It may sound anecdotal to some, rather unimportant to others, but to me it’s totally uncool (read mediocre) for a $400-million budget block buster -boasting the most cutting edge technologies in the industry- to have such a lackluster logotype. In fact, “lackluster” is way too generous. As far as branding goes, it’s a disaster.

It’s hard to believe that anyone with a plain word processor and a couple minutes can get a close result by following the three steps I described in the screenshot above. Heck, even a first-grader can pull this out!!

Verdict: Hire designers folks, they won’t cost you a dime compared to the $230-million you raked from day one.

Have a nice holiday, readers.