Back in 2006, the public-radio program Studio 360 challenged design agency Pentagram to redesign Christmas. This year, the program approached another agency, Under Consideration, with an equally tough assignment: redesign Valentine's Day. Agency principal Armin Vit writes:
The hardest part was grasping the extent to which Valentine’s Day had become more obnoxious than enjoyable and finding glimmers of hope in the traditions of this holiday.
He and his team tackled the project as they would any other rebranding job. The red-heart icon? Familiar, but insufficiently distinctive. They distilled the symbol to its essence and arrived at a new, exclusive icon: The Valentine, a stylized V.
There is absolutely nothing wrong with chocolate on Valentine’s Day or any other day of the year. Banning it would be a crime. Chocolate… stays!