Why New Balance behaves differently to every other house
New Balance is a materials argument. The visual language is deliberately quiet - grey, suede, mesh - so the whole purchase decision is about whether the suede has real nap and whether the mesh is dense enough to hold its shape. Neither of those is a logo question, and both are visible if you ask.
The 990 family is the most demanding because its tooling is chunky and its lines are unforgiving: a slightly wrong toe-box height reads immediately. The 2002R and 530 are more forgiving shapes, which makes them a better first purchase from an unfamiliar album.
Sizing behaviour is the second thing people miss. Balance lasts are wide by default; a narrow-footed buyer swimming in a 990 is a common complaint and it is not a QC failure, it is a last. Ask for the width, not just the length.
Written for New Balance specifically. The same discipline applied to a different house produces a different list - see the brand index.