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The real question is how much was spent between rework, those happy hours, and the branding consultants that made it happen? The answer would likely make you s
by 35fbe7d3d5b9 5y ago
The real question is how much was spent between rework, those happy hours, and the branding consultants that made it happen?
The answer would likely make you sick – I'm fairly familiar with one rebranding that changed a serifed blue logotype to a sans-serifed green logotype with a total outlay nearing seven figures.
- an_opabinia 5y agoWhen you’re spending money on a Pentagram branding, you’re spending money to be noticed by a rarefied New York corporate elite. You invite them to those launch cocktail parties, your consultants are dating people who work for them, the rework tells a story your PR people put into something - a Tweet, a cocktail party conversation, a headline in Apple News - that they read. Michael Beirut goes to a lot of parties, he’s out there being noticed, he’s putting his work into a specific, non-public zeitgeist. It is trickle down and it is real. A rebranding is more like a corporate version of the event where a couple restates their vows. It does a lot of work even if it is difficult to articulate as ROI positive, and the qualitative benefits are proportional to how extremely rich you are.