The Underscore Archives

On 07/06/07, Ed Mitchell <ed at edmitchell.co.uk> wrote:
> +1 - the measured responses always come out after the hacks have
> kicked off their feast.

Maybe, but have you read Blink? First reactions more indicative than
long pondering, lizard thinking etc etc.

> Upon further reflection, who on list has ever tried to design a logo
> (not the brand-w*nk spiel they have been dishing out) that will look
> good in 5 years' time?

For something to last, I'd have thought it was better to go with
something timeless. New Johnston-based, for example.

> We have no idea what will be cool or normal etc., so it must be
> devilishly tricky. I mean - one look at the 'new rave' fashions and
> the logo might work for them... (?)

If the cognoscenti are already moving on, it'll be in Top Shop next
week and replaced by a nu-nu-New Wave/shoegazing/goth mashup. Maybe.

Anyway: here's Design Observer's take on the whole thing:
"The logo is an example of the sort of design you get when politicos
and business people try to be hip. What we've ended up with is a logo
commissioned by middle-class suburbanites who do "gardening in polo
shirts." In other words, it's a laughable attempt at "cutting edge"
design."
http://www.designobserver.com/archives/025852.html

The fact that US and French TV news presenters are *laughing at us*
should give people a clue.

Tim