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Out of context: Reply #23
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- kelpie0
I think what happens in these situations (and I have some experience here) is that when, as max prophet says, a committee is ultimately responsible for passing a brand, agencies become inclined to ploddingly intellectualise the process of design in more demographic, marketing-esque ways, to tick boxes which people with little sense of the aesthetic can use to justify the spend in cod scientific terms; "this brand covers x y and z, so therefore achieves a b and c outcomes". This kind of thinking strips the aesthetic consideration from solutions and leaves mechanical and safe results. Its unfortunate from one perspective but understandable from another (your clients, generally). This is where branding consultants have jumped in, in one sense into a hole necessary to fill and in another to exploit an unnecessary fear in the minds of the middle management who are likely to be steering these projects on behalf of the local authorities.
Don;t know if that made sense, couldn't be arsed to proof it. my tuppence worth.