[oli]

Crazy!

Studio On Fire // Design & Letterpress Blog

[CharmingMan]

what in incredible waste of money.

quite a few good designs came out of it though.

I bet the novelty will start to wear thin soon though

[PointandStare]

agreed, an incredible waste of resources.
I bet there's a heavy turn over of interns/ grunts at that place.

[onfire]

Something to think about - 22 versions (nine years) makes this more than novelty. And is design that makes a company grow and creates good PR really waste?

[Tim Nooteboom]

That's sick...

And no recognition of your brand. Yeah "it's always different" but if that's something you should be proud of?

[Alexanda]

It's an interesting idea and well done to them for having the balls to mess with their brand like that.

But it seems such a waste both to the environment and our profession when a consultancy can devalue branding to something you can mess around with every few months. How then do you justify to a client about 'brand value' and why design works if you just make it a gimicky pr exercise?

[Takamaru]

Originally Posted by Alexanda

It's an interesting idea and well done to them for having the balls to mess with their brand like that.

But it seems such a waste both to the environment and our profession when a consultancy can devalue branding to something you can mess around with every few months. How then do you justify to a client about 'brand value' and why design works if you just make it a gimicky pr exercise?

I assume they're trying to showcase how creative they are being able to create these (succesful) identities for themselves.

But then indeed as you said, how would they professionally justify changing identities so often while in fact they are the same people and the same company with the same tools and same values? Unless they change all of this every 150 days too... I doubt it.

It's an original way of showcasing creativity, but to be able to justify creativity to a (smart) client who actually knows what branding is about, would be tough, if not hypocritical, and better done through portfolio work.