6 ms·

Yes. Overusing light, shadow and smoke effects was done when those things were hard. Now, when they are cheap and commonplace, we have gone to find beauty in mi

Yes. Overusing light, shadow and smoke effects was done when those things were hard. Now, when they are cheap and commonplace, we have gone to find beauty in minimalism. The piece doesn't become better because it was all done by hand. In fact, they kind of ruined it by cleaning it up so much that it looks like just another stock digital creation. If they had left it 'analog' looking, maybe it would have looked cool. Maybe. Seems like someone needed to burn through a big budget and then come up with reasons why. As always, this needs a reference to the classic Pepsi logo design case.

deaddodo 7y ago
> As always, this needs a reference to the classic Pepsi logo design case. Context?
- function_seven 7y ago
  Oh man you’re in for a treat. https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...
  - Dylan16807 7y ago
    It's inspiring, really... https://www.youtube.com/watch?v=qImHuiYnVQ0 https://www.youtube.com/watch?v=qImHuiYnVQ0
  - imron 7y ago
    That's..... incredible. I guess the design company had to justify their payment somehow.
    - fsloth 7y ago
      Umm, is there something wrong with this? I find it very nice that the designers went to a length to explain their thought process. When I design logos as pure amateur (for fun) this is the sort of thought I put into it...
      - objclxt 7y ago
        Having worked at ad and design agencies I am highly confident all of that deck has been back-ported onto the new logo to justify the large fee the client paid. I can virtually guarantee a designer knocked up a few variants, the creative director said “Oh, this looks nice”, and they made up a long and on-brand pitch deck to send to the client.
      - qlm 7y ago
        The bizarre, contrived connections between concepts read like the ramblings of a schizophrenic to me.
      - quietbritishjim 7y ago
        Do you really think, just as a random example, the "gravitational pull of Pepsi" figure has any meaning? That the particular curve they've chosen has meaning? How about the individual arrows on it that presumably represent gravity? Even worse is the timeline figure (page 19). It seems to suggest that if some of those historical events had happened on different dates then the exact measurements on the Pepsi logo would be different. Do you actually believe that? It's clearly complete bullshit. Almost every single figure is contrived nonsense that reveals more about the authors' stupidity than the logo.
    - sizzzzlerz 7y ago
      All that, and, citing Steve Jobs, all they're selling is sugared water.
  - torh 7y ago
    This... was... crazy. Thanks for sharing.
satysin 7y ago
> In fact, they kind of ruined it by cleaning it up so much that it looks like just another stock digital creation. This was what disappointed me the most. They went to all that trouble to be able to take a photograph of a physical object then modified it so much that it ended up looking like a generic render from a Windows forum. While the XP wallpaper is obviously iconic my personal favourites were the ones with Windows 7. They had many weird and wonderful ones in that collection :)
- FussyZeus 7y ago
  Right? Any of those photos that they composited together into the final would've been great, or to just release them as a collection of wallpapers. Instead they took them all and rammed them together into something that looked less interesting. This is really a good demonstration of the law of diminishing returns relative to art. Sometimes less is more. A more complicated and weird process doesn't always, and in fact very rarely, increases the value of the output work.

deaddodo 7y ago

> As always, this needs a reference to the classic Pepsi logo design case. Context?

function_seven 7y ago
Oh man you’re in for a treat. https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...
- Dylan16807 7y ago
  It's inspiring, really... https://www.youtube.com/watch?v=qImHuiYnVQ0 https://www.youtube.com/watch?v=qImHuiYnVQ0
- imron 7y ago
  That's..... incredible. I guess the design company had to justify their payment somehow.
  - fsloth 7y ago
    Umm, is there something wrong with this? I find it very nice that the designers went to a length to explain their thought process. When I design logos as pure amateur (for fun) this is the sort of thought I put into it...
    - objclxt 7y ago
      Having worked at ad and design agencies I am highly confident all of that deck has been back-ported onto the new logo to justify the large fee the client paid. I can virtually guarantee a designer knocked up a few variants, the creative director said “Oh, this looks nice”, and they made up a long and on-brand pitch deck to send to the client.
    - qlm 7y ago
      The bizarre, contrived connections between concepts read like the ramblings of a schizophrenic to me.
    - quietbritishjim 7y ago
      Do you really think, just as a random example, the "gravitational pull of Pepsi" figure has any meaning? That the particular curve they've chosen has meaning? How about the individual arrows on it that presumably represent gravity? Even worse is the timeline figure (page 19). It seems to suggest that if some of those historical events had happened on different dates then the exact measurements on the Pepsi logo would be different. Do you actually believe that? It's clearly complete bullshit. Almost every single figure is contrived nonsense that reveals more about the authors' stupidity than the logo.
  - sizzzzlerz 7y ago
    All that, and, citing Steve Jobs, all they're selling is sugared water.
- torh 7y ago
  This... was... crazy. Thanks for sharing.

satysin 7y ago

> In fact, they kind of ruined it by cleaning it up so much that it looks like just another stock digital creation. This was what disappointed me the most. They went to all that trouble to be able to take a photograph of a physical object then modified it so much that it ended up looking like a generic render from a Windows forum. While the XP wallpaper is obviously iconic my personal favourites were the ones with Windows 7. They had many weird and wonderful ones in that collection :)

FussyZeus 7y ago
Right? Any of those photos that they composited together into the final would've been great, or to just release them as a collection of wallpapers. Instead they took them all and rammed them together into something that looked less interesting. This is really a good demonstration of the law of diminishing returns relative to art. Sometimes less is more. A more complicated and weird process doesn't always, and in fact very rarely, increases the value of the output work.