Looks like branding done for a shoe company, completely out of place and generic. For programming languages, I think the worse the branding, the better. Just look at GNU.org or the Python website. But, this is a personal opinion of mine.<p>It could have been so much better, but instead they hired and chose the most cookie cut color scheme from Web 2.0 days, cliche logo that belongs on a shoe and a completely useless brand guide.<p>They should have hired C&G&H, InterBrand, Pentagram or someone sophisticated enough to understand that this is not a hot retail project, this is branding for a programming language.<p>What a shame, really. Sorry for a blunt criticism but I dislike almost every aspect of their branding. As a side note, I love Rust-Lang.org branding. It’s amazing. It conveys modernization + robustness.