who needs a logo anyway
Out of context: Reply #6
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- ukit0
I think the intention is to frame it as a decision in terms of what do I invest in - a new brand, or this other thing. And I think he's generally on the right track in arguing that investment made in user interaction will pay off more than that spent on the brand itself.
Maybe he overestimates how much the GAP and others companies were relying only on a logo. I don't think they expected the logo to turn the company around, or even that people would care as much as they did, it was just one element of trying to update the company's image.
On the other hand something like the AOL "redesign" fits pretty well with his critique. Instead of putting their effort into rethinking the user experience, they broadcast to the world that they had this conceptually elaborate logo that I doubt really did much for them.