April 17, 2000
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This sobering tale of woe was passed along by a reader of the spiral logo page earlier today. How many more hours of work must we lose? How much money must be wasted on consultants. If we can save just one life, one logo… it will all be worth it.
Subject: Re: more sprialsDate: 17/04/2000 07:41 PM I was asked to design a logo for a very large internal site here. I put several together; they said they liked one. About a month later, they spent thousands of dollars to bring an outside designer in to redesign the logo. The redesign was exactly the same, but now had a swirl behind it. Depressing? Why no, not at all. Is this a sign that the creatives aren’t, or that one should put duct tape over the mouth of the customer? If you look at the logos that were designed in the early 90s, the popular theme was a diamond. The diamond was usually split up into four equally sized quadrants, each of which had a different weight or direction of line to differentiate it from the others. I know this was popular because the company I was working for at the time, JWP, had their logo redesigned in this fashion shortly after I went to work for them in the fall of ’92, and when I looked around I noticed it looked the same as everyone else’s. Someday I should really find a bunch of examples of that kind of logo. At any rate, JWP went bankrupt sometime in mid ’93. Coincidence? Nicole
Diamonds, swooshes and spirals are unfortunately not the only depressing design-o-matic trends happening under our collective noses. With the help of some of the people digging my site lately, I’ve been collecting a whole cart load of corporate siamese twins. Just you wait and see.
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