We learned about redesigning the business of advertising from Cindy Gallop. It’s Nice that taught us that Logos date like clothes and six designers debate what makes an ideal brand identity. Our friends at 99U told us to Check Your Ego to Making Meetings Less Scary for Introverts. Wolff Olins tells us why great strategies and ideas often fail. Adobe wants us to Reconnect with the Idea of “Creating for Tomorrow”. My favorite new site, Fold Magazine, teaches us How to Master the Art of Doing. Bob is on fire lately and The High Cost Of Online Trash is no exception. Alissa Walker reminded us How Design Observer Founder William Drenttel Changed the Conversation. And finally, Fast Co. showed us how Wieden+Kennedy strives to make advertising that transcends branding and drives the pop-culture conversation.
I look forward to Under Consideration’s Brand New list of the best reviewed logos at the end of every year. What an incredible disappointment 2018 was. Little was interesting, revolutionary, and worse, most of the marks reviewed revealed a disparaging amount of parity.
There are a few marks labelled as brilliant, which I would rate as fine. But nothing that made me think “I wish I had done that”. Which, by the way, is what all Designers should secretly strive to do.
It’s strange. So few logos have concepts, and if they do, they are so abstract or inwardly focused that in reality they actually are quite self-defeating as marks.
And the typography is so bland. Nothing but sans serifs, so many, that even as a trained, practicing designer I am struggling to discern one from the other. Think about how this affects the everyday, uneducated audience. Can they tell one from the other? For all you youngsters out there: Choosing between Gotham and Helvetica is not a concept.
Why this is?
One thought is the internet, the source of all good and evil in the world. It is so easy for the design community to look at and share ideas, see work instantly. You used to have to wait 60 days for the next issue of CA to come out to see what was fresh, new and cutting edge. You had time to absorb and think about the work rather than be reactionary.
What worries me is that more designers are simply following trends rather than trying to start them. That’s a seriously dangerous way to design, folks. What’s trendy and cool today is stale and dated tomorrow. And the last thing you want is a logo your client spent $20,000 mounting to the side of building looking dated six months from now.
Another thought is two-fold. One, are clients wanting to follow the herd, to be the same. Be safe. It is much easier to go with the flow rather than forge your own way upstream against the current.
Along those same lines, are designers doing a good enough job of pitching truly innovative logos. 2018 might have been a banner year for logo designs, only the work never had the opportunity to see the light of day because the designer’s presentation skills are lacking. It’s easy to sell what a client expects — you have to work to sell the new.
Originality is never an easy sell.
Or it is this march towards simplification. Again, a trend. I’m all for minimalism and brevity, but there is a breaking point where the simple becomes simplistic. Minimalism does not mean dumb-down.
Or, are designs over-intellectualized to the point where the designs are deconstructed so deeply that at the essence, there is nothing left of the design.
All of this is disturbing. I thought perhaps that it was just me, that I’ve gotten old and cynical about these things. Too much reverence for the work that has come before me and not enough insight into what is currently being produced. I waited two full weeks to publish this post with the intention of reviewing the work again, looking at it with fresh eyes and making sure it isn’t just me being an old codger. Unfortunately, I think my opinions on the marks of 2018 may have diminished even further.
Lets’s work to make 2019 is a better year for logos.
As stated in a post published in 2017, an artist should always strive to create “The Rich, Visual Feast” according to my printmaking professor, Lynwood Kreneck. I want to revisit this idea.
Over the holidays I saw two of the most visually compelling movies I’ve seen in a long time: Spider-Man: Into the Spiderverse and The Favourite. Both were complex stories, but in all honesty I would almost like to see them both again but without the sound, just soak up the movies purely with my eyes.
Of the two, I prefer Spiderman for a few reasons. Visually, it is hands down one of the finest pieces of animation I’ve ever seen. The characters had such life and volume, yet were still had that cartoony look. Almost hyper-real, like Speed Racer from a few years ago. What really got me was the dot patterns — the moire patterns — you seen in old comic books due to the poor printing quality. Those dots were overlaid on most of the movie, although they would become more pronounced at times when the light hit them the right way. In all, the effect added so much more to the overall picture. It was breath-taking.
I am not really into period pieces, but agreed to see The Favourite because my wife loves these movies. Much to its credit, it was beautiful to watch. It is one of those movies that had me feeling uncomfortable the whole time, but afterwards we have yet to quit talking about it. These sumptuous, opulent costumed people in this ornate castle not being satisfied living out these extraordinary lives, despite the reality that there was a war with France going on, and the rest of England was suffering terribly. The story was filled with this kind of duality that you only come realize upon reflection afterwards.
That is ultimately the difference between the two movies. One was an instant hit of pure visual pleasure while the other presented itself in such a way that it compelled me to not only sit through it, but I still cannot quit thinking about it. There is an interesting lesson here about how to use visuals to tell stories and how powerful visuals can be.
Now, which one is my favourite?
In March, I went for an eye exam and after confirming that my vision was in fact getting worse, and went to select a frame to hold the new prescription. I’d been wearing these modern Oakley frames and wanted to go for a different look. Something more bookish is what I had in mind.
As I went with the optometrist’s assistant to choose some frames, I was instantly drawn to a pair (blindly of course because I did not have my glasses on), put them on and loved them.
Easy, but one problem.
Out of the hundreds of frames to choose from, I had selected what had to be the most expensive frames in the store – a frame by Prada that cost well over $700, and that is before I put prescription lenses in them. I put the Prada frames back and selected another pair that I could afford.
This ability to pick out the very best of the very best is something I am quite good at, only I wish I had the finances to support these choices. I have been known to walk into a store, find a sport coat I love, look at the price tag and see that it is a couple thousand dollars. “Champagne tastes on a beer budget”, unfortunately for me.
So what does any of this have to do with knowing when you’re a designer? Everything.
It’s more than simply having good taste. You will know you’re a Designer when you can innately spot the best of the best, whether it is design excellence, spotting inherent talent in someone or seeing a problem along with the solution to solve it. You’re a Designer when you don’t have to even think about these things because you are in tune with the world enough that you can make sound choices. Often times these choices will lead to creating a positive impact on the world.
Some people can do this quickly, like while they are still in school or shortly thereafter, while others have to grow into it. Neither is right nor wrong, or better or worse, it is just the way people are. The key is this: That you develop the ability. Being able to discern the truly excellent from the good is a key element to helping give you a unique voice as a Designer.
In the end, I ditched the frames I bought in March for a pair of Ray Ban’s (pictured above) in early December. Very simple, lightweight and comfortable – all excellent qualities. Just wish I hadn’t been blinded by the Prada’s in the first place.