Under the X-ray: Corporate id design in local agencies
By Admin H : Being an advertising graduate / unemployed interviewee for a while, made me go for free internships at more than 1 reputable agency in town. whether the firm is specialized in webdesign or advertising, creating corporate identities was a task that they always do and made it seem like peanuts. Having dealt with logos back in university, i strongly faced the fact that the process is something really hard to go through, and reaching a good outcome can come after a huge amount of time and effort (or after calling Admin I for help, awh i miss those days!)
So being that multitasking intern, I was asked to do logos (even though I’m not a graphic design grad) and learned the ideal way of creating a corporate identity from those agencies’ perspective.. a ‘LONG” process that could take up to 1 hour!!!
“Do you see this logo!? Well we take this one, that other one, and yes we add a bit of that too.. What about using the colors of that 4th logo here… Okay that’s it.. great.. Amazing!! Now we’ve got ourselves a decent logo! Any tips of how to make it sexier?! It just isn’t screaming to me yet… how about checking logopond or open some dusty book”
I really felt awkward and ignorant to some extent that made me even lose time thinking about how to make a logo “sexy” and add the “lala effect” to it or why the hell are they using words like “nice” and “coolness” and “cute” to describe a logo!!… I was really shocked to see those works going online and onto campaigns, lacking the very basic characteristics of a successful design.. (I even used display fonts and got accepted! A design crime, I know!)
It seems that in the end, big names can be very mediocre in dealing with such an important subject matter.. such a trend, such a lack of quality work and originality!