Hot Topic new logo

Old, then new. Hot Topic is a popular chain store found mostly in mall establishments. I remember when Hot Topic branded purely the goth aesthetic. The first logo was an excellent design for the shopper looking to dress against the norm (yes shop at a billion dollar franchise instead, ironic, we know but thats not the point of this post). The trend became evolving and scenster clothing became the big in. Bright neon colors purposely mismatching was the new direction for hot topic. Obviously with a look like this

The old logo does not mesh well with the look. Who knows what rebranding Hot Topic will pursue. They are a very popular store for tweens, and have the potential to create new fashion trends for this demographic. My advice, no more pink jeans.