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I've been around adverting for a long time. I've been in agencies, I've freelanced, I've been the client. I've worked with individuals that charge $70/hr and te
by toddmorey 13y ago
I've been around adverting for a long time. I've been in agencies, I've freelanced, I've been the client. I've worked with individuals that charge $70/hr and teams that charge $20,000 per day.
The author is completely right on one point: "...the saying in design: 'if it looks right, it is right.'”
Here's the dirty secret: All logos are designed in a momentary collision of experience and accident. All logos are, in a sense, designed in a weekend. That doesn't mean it isn't done thoughtfully. But that huge research spend? It sometimes guides the design a little, but it's mostly there to reverse-justify the final result (and of course expense) with the client.
He's also asking us to assume the only thought Yahoo ever put into their logo and apparently, their brand, was that one 36-hour period. And the implication of course is that a large spend with an agency would result in a design that's both more calculated and less contrived.
As the author says, bullshit.
- mcantelon 13y agoYeah, given how easy it is for folks to learn the tools of their profession, graphic designers have an interest in aggrandizing their roles. The Nike logo was designed for $35 by a graphic design student rather than an experienced firm. Phil Knight said he didn't "love" it, but it would work. http://en.wikipedia.org/wiki/Swoosh http://en.wikipedia.org/wiki/Swoosh
- mietek 13y agoLearning the tools is not the same as learning the skills. Of course, learning anything is easy — just practice for 10,000 hours and you're all set!
- adestefan 13y agoYou're missing the point. The point is the logo really doesn't mean squat. In the long run in it's the products and/or the advertisement with the logo tacked on.
- gbhn 13y agoYes, I definitely get the feeling of "breaking news! multi-million dollar logo consultant believes everyone should buy logos for 10 million dollars!"
- notahacker 13y agoIt doesn't help the author's case that he castigates Yahoo for creating the logo in an "unprofessional" short period of time, but then also sneers at them for their month long process of unveiling it and for polling their employees on their views about values to reflect in future Yahoo logos. You can't win, except perhaps by a marketing agency run by a guy who can see "purpose" in the ugliness of the very expensive London Olympics logo but not in the cheap publicity of Yahoo's "30 days of change"...
- mratzloff 13y agoFrom what he says, it appears they didn't poll employees about values but about what particular design aspects they preferred.
- rfnslyr 13y ago>teams that charge $20,000 per day. Holy fucking shit what? Could you expand on that? What did they do? How many team members? Man..
- ctdonath 13y ago25 people, $100/hr each, 1 day. Client is a $10B company, remember.