I put a lot of time and thought into it...I still got a C

almost 7 years ago from Ben Henschel, Product Designer at SinglePlatform

  • Darth BaneDarth Bane, almost 7 years ago

    Keep in mind that assigning emotion and meaning to almost everything is basically what a branding agency is all about. Airbnb didn't re-design their logo or site - they hired a branding agency to do this.

    The big branding agencies create from mood boards, emotions, employee thoughts, figuring out the psychology and philosophy of the company, basing all decisions on the subjective abstract conclusion they reach from all of this.

    That's why branding agency work is often more "grand" - they're not approaching it from a practical perspective. That's up to the client (or the client's digital agency) to solve.

    This is also why the new logo is what it is. The branding agency has stepped too far back and lost the individual's perspective. To them the logo means a hundred thoughtful things, but to a normal user the logo is just a logo with no meaning at all, leaving the mind to assign different meanings to the symbol that the branding agency originally intended.

    I've dealt with a few branding agencies, and it has always been a case of having to tell them to scale back on the abstract in order to promote functionality.

    14 points
    • Matthew SaforrianMatthew Saforrian, over 6 years ago

      I didn't realize they had hired an outside agency to do all the work.

      When I toured their office in March they had a conference room with the glass covered up. It was mentioned a rebranding was happening in there and that designers had been working hard at it.

      To me it appeared that a lot of internal people were working on it non-stop for a couple of months.

      0 points