[HN Gopher] Jessica Hische Brings New Life to an Old Logo
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       Jessica Hische Brings New Life to an Old Logo
        
       Author : ramimac
       Score  : 31 points
       Date   : 2023-02-19 10:41 UTC (1 days ago)
        
 (HTM) web link (www.printmag.com)
 (TXT) w3m dump (www.printmag.com)
        
       | ilamont wrote:
       | "It can be a challenge for them to get executives on board with
       | something that seems so subtle, but I do my best to provide them
       | with the right language and tools to prove the value."
       | 
       | For larger firms, getting a conference room full of executives
       | involved in design approvals - whether for logos or websites or
       | packaging or whatever - is a huge waste of time and inserts all
       | kinds of personal bias and counterproductive decisions. The
       | result is often design by committee, or purely "data driven"
       | designs that lead companies down the path of mediocrity and
       | following yesterday's trends.
        
         | eurticket wrote:
         | Not to mention a headache. She is a great speaker though, so
         | that probably shines through.
        
       | dokem wrote:
       | Tech companies have really brought in an era of completely
       | lifeless and inauthentic graphic design. I think we really are in
       | in a sort of art dark-age right now, in general.
        
         | causality0 wrote:
         | On the upside, I can tell how long it is until my next eye exam
         | by how long it takes me to differentiate Google's five dozen
         | nearly identical rainbow circle products from one another.
        
       | ttoinou wrote:
       | Wow I usually dislike design rework but the new logos look great.
       | Except for RetailMeNot, the font was more funky before
        
       | trynewideas wrote:
       | The oscillation between brands wanting consistent weights and
       | spacing within logos to look "cleaner", and wanting inconsistency
       | to look "authentic", all of it happening on an almost
       | subconscious level for everyone subjected to it, employs so many
       | graphic designers. It's mind-boggling.
        
       | bluedino wrote:
       | I'm still angry about that Mailchimp logo.
        
       | lethologica wrote:
       | The first thing I thought was "Corporate needs you to find the
       | difference between these two pictures"
        
         | fuzzfactor wrote:
         | Seems like these examples are selected as the ones where the
         | corp overall actually likes the logo they have to begin with.
         | 
         | So to be most successful at giving the client what they want,
         | they need to make no drastic changes.
         | 
         | While still earning comparable designer fees as if a whole new
         | logo was produced instead.
         | 
         | So everybody wins.
        
       | notadesigner wrote:
       | This is the designer equivalent of rewriting working systems in
       | Rust.
        
         | rolenthedeep wrote:
         | This is the graphical equivalent of a PR fixing a typo in a
         | comment
        
       | ryanwhitney wrote:
       | Lots of negative comments so far, but this is much preferable to
       | having every brand trend towards plain san-serif wordmarks[0]
       | that will be easier to use. Much closer to something like the
       | evolution the Coke brand[1], which occasionally refreshes and
       | modernizes, but retains the same character it had 100+ years ago.
       | 
       | [0]: https://velvetshark.com/articles/why-do-brands-change-
       | their-... [1]: https://dwglogo.com/wp-
       | content/uploads/2016/03/coca-cola_log...
        
         | kleiba wrote:
         | Curiously, a lot of the before/after examples given in [0]
         | actually already had a sans serif font on the "before" side, so
         | that was actually not the main change.
        
         | buggy6257 wrote:
         | The "Fashion: Colorized" image had me rolling. I have to
         | imagine they knew what they were doing haha
        
       | giantrobot wrote:
       | For a website called printmag you'd think they would have heard
       | about contrast. #EEEEEE body on #FFFFFF is a shitty combination.
        
         | kbutler wrote:
         | Mine's fine (#1b1b1b on #ffffff, chrome windows).
         | 
         | Are you running some low contrast mods, dark mode, or some
         | such?
        
           | giantrobot wrote:
           | I'm running dark mode on iOS. Likely a broken dark mode CSS,
           | I read it in Reader mode but it's not difficult to check dark
           | mode CSS.
        
       | alphabet9000 wrote:
       | the logos could have been swapped the other way around and the
       | article would have read in exactly the same way and made the same
       | amount of sense.
        
       | olivermarks wrote:
       | Basically better kerning and font weight changes, nothing too
       | scary for the huge committees of empty suits to be presented to,
       | meet over and approve
        
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       (page generated 2023-02-20 23:01 UTC)