June 23rd, 2015 by Richard Turgeon
Wired recently ran a piece entitled Typography is Why Jeb’s Logo is Worse Than a Piece of Crap. I say this in a non-partisan way, but it’s one of those headlines that kind of says it all.
Even though Bush has been using a variation on this logo since 1993, the recently unveiled 2015 version unleashed a new barrage of snark from the design community, with pundits criticizing everything from the typeface (Baskerville) to the exclamation point (“I don’t want to be told to get excited”) to the baseline of the exclamation point. AdWeek fed the flames of the controversy by reposting a bunch of mostly negatively “humorous” takes from the twittersphere.
Part II of a Series
Part I of this series of suckage outlined the core essentials of a creative brief, and the information one needs to gather before beginning design—a critical step, especially when the brief sucks. Part II looks at the elements of the brand.
If you read Part 1, your brief should at least be in order. The client has provided the information you need to proceed (less likely), and/or you’ve filled in the gaps on the client’s behalf (more likely).
This post takes a look at your client’s brand. Does it suck, too, or is it just OK? Is your job to work with the brand elements they’ve got going as a requirement (more likely)? Or do you have license to finesse or refine it with this new assignment (less likely)?
Either way, just like when the brief sucks, it’s still your job to deliver. To do so requires knowing not just the elements of a solid brand, but how to compensate when those elements are lacking.