Branding Design by World Committee/Social Media as Client
By Elaine Pratt
Microsoft rolls out its new logo and everyone on Earth is a critic. This has risen to such a pitch that big corporations may be reticent to roll out new updated logos. There is such a public outcry with opposing views that companies will say oops and pull the new logo as the GAP did. The Gap then turned to crowdsourcing, asking for free work, much to the outcry of the design community. PR stunt or not it does create buzz. Is bad buzz good? I suppose it’s much better than no buzz. What is this doing to the design industry?
Pentagram designed the new Windows 8 logo. Such a publicity storm ensued that I’m left wondering why they don’t list the designer on the new Microsoft logo? Fast Company showcases a student design of the new Microsoft Logo. Admittedly it is beautifully simple but it does not answer all the clients needs. Designing in an unreal environment and posting as though it is a better solution is shallow. This did not have the constraints of client information and feedback. Designing is not just creating something pretty, it is about organizing information, psychology, first impressions, marketing, problem solving and art all rolled into one. I cringe when I see the postings of how their secretary or art student could create the named logo in 15 minutes in Word or CorelDRAW. This is discounting all the research and thinking that went into the branding. Creating a simple solution is the goal. “Less is More." Branding design is a comprehensive package, not just a logo.