Is Logo Design Dead?

08.02.19

A social media post made a splash when designer Mirko Ilic posted an image featuring the vintage logotypes of several famous fashion brands alongside their new logos. His caption simply read, “Interesting logos are being replaced with boring ones. This are the people why are destroying respect for graphic design.”

The post immediately caught fire and was soon being debated across the internet and mentioned in industry leading podcasts such as The Observatory. Reactions tend to fall into two camps:

1 The redesigns are legible, in the tradition of Modernism, and that’s dandy.
2 Graphic design is dead.

We’d like to propose a third option:

3 Brands used to set themselves apart with a logo, but now they’re now differentiating themselves in new and interesting ways.

First, a look at the two initial camps. With its roots in Bauhaus universalism, capital-M Modernism—not to be confused with its generalized cousin ‘contemporary’—stresses legibility. In typography, this tends to express itself in simple, geometric sans-serif typefaces. With Modernism, creativity is thrown in the trash in favor of simplicity and straightforward communication. It’s all KISS (Keep It Stupid Simple), a tagline thrown around so much you don’t need to look far to see it in the comments for this debate:

Modernism has its place in design history, but it’s important to remember that it was a specific movement in the arts and advertising. While there are Modernist principles that will live forever, practicing Modernism like it’s 1960 has become an aesthetic; a statement in and of itself. Many of us are just suckers for its legacy, look, and feel. Some days I’m one of them.

But we have this other camp to contend with: graphic design is DEAD. Burn your black turtleneck and dig your grave.

For many designers, what makes them relevant is their creativity. They’re just as much artists as they are communicators, and graphic design is their opportunity to make a mark on the world. To apply that unique artistry to a brand, and set them apart from their competitors, is the best thing you can do for said brand. Postmodern design took the rigid rules of Modernism and burned them, and in their eyes, for good reason.

Sadly, in these designers’ eyes, brands are embracing cheap Modernist tricks, and buying easy sans serif logos for five bucks. Lazy designers are selling them boring crap, and killing the industry with ‘blanding’.

There’s your two camps.

At O Street we straddle a line between these two theories of practice. Sometimes, you’ve just got to communicate something so nobody shoots their eye out. Break out the Modernism. At other times, we’re itching to dig into our messy art supplies or crazy 3D digital skills, and it’s also the right thing for the client. So, we ride the line between chaos and order. Let’s call it the Design Tao.

What’s most important for us Design Taoists® is asking: “why?”. No matter the brief, the best solution starts with this simple question.

And there’s a big “why” with this logo debate. Something is driving brands to embrace these simple redesigns, so what gives? This brings us to our theory, or third camp: as brand touch-points get more interesting, logos simply hold less weight.

During the age of Modernism, all brands pretty much had the same ways of reaching their audiences. It was the quintessential ‘brand’:

– Business cards
– Letterhead
– Print advertising, and later television advertising
– Interior design

Today, it’s probably more like:

– Handheld video content
– Personal social media engagement
– Five second Youtube ads before someone hits ‘skip’
– Spacial design, specific to events and ‘happenings’ for maximum impact

Now, obviously people and brands still hand out business cards now and then, and it’s wise to have a card that’s considered and well made (call us if you want one!). But the landscape has changed, and the terrain where most engagement happens is totally foreign to the design world of decades past.

Brands have realized that logos are no longer the key identifier of their brand: interactions, digital and personal, now reign supreme. For a modern day brand operating on the world stage, a static and stable—that is, boring—logo may be necessary so that crazy things can happen on the periphery where the engagement is at. For every designer who’s sad they’re not being paid to make crazy logos, there’s a very happy designer out there making crazy motion graphics and video content.

An example from the post that set off this debate is Burberry. Their old logo was elegant and iconic. Their new one? Boring as heck; the unveiling even included incredibly self-aware email screenshots about how quickly it was made.

What’s not boring as heck is the accompanying pattern, arguably ugly but certainly not stale. The ways that it will be applied are dynamic, exciting, and interesting. The logo itself? An afterthought.

So there’s our third camp argument: logos are just being swept aside for more interesting audience interactions. Of course, we could be wrong. Maybe brands are just skimping on quality design so they can use up their budgets on celebrity Instagram posts.

We’d rather not be wrong, but if we are, you can bet we’ll ask: “why?”

O Street’s Favourite Albums of 2018, Illustrated

18.12.18

Last year we treated you to tracks, and this year it’s albums. Being designers and music geeks, we felt a good way to recap our year would be to each pick a favourite album of 2018 and illustrate a cover for it. Have a listen to the top songs from each album on this neat playlist we made here.

boygenius, boygenius

I could listen to these three extraordinary artists together on repeat all day, and the studio will testify I do often try to do so. Lucy Dacas, Julien Baker and Phoebe Bridgers blend their individual dreamy melodies and mournful songwriting in this disarming self-titled first album. They each bring a bit of themselves to the EP—you can get a feel for the driver behind each song as you listen—but their collaborative voices and styles work so well together to create something new. Something that is truly beautiful to listen to.
–Tessa

Parquet Courts, Wide Awake!

Man, I really like Parquet Courts.
–Anna

Incredibles 2 (Original Motion Picture Soundtrack), Michael Giacchino

I have a confession to make: I don’t really listen to albums as albums anymore. Especially not current releases. Not through any hip effort, it’s just that I kneel before the Almighty Algorithm when it comes to discovering music these days. However, I am more intentionally selective in watching films, and the Incredibles 2 was such a big deal for me that it has straddled multiple genres for being my biggest release of the year. That said, the music is a huge part of what makes it so nostalgic. It’s like if James Bond knew how to have fun, and also played alto sax. P.S. I condemn any & all acapella covers that may be hanging about at the bottom of the album.
– Jonny

Modern Leisure , Super Sad Rom-Com

Some of my favourite music is more than just good tunes, but a trigger that reminds me of a time or a place. This one reminds me of a great few weeks I had in Denver at the end of the summer in 2018. Especially consuming sour beers and chicken wings with my very good friend Hercules Campbell, while discovering this band playing at the bar. (Bonus points for the band having the album on audio cassette on their merch table)
– David

Peter Perrett , How The West Was Won

I’ve always loved the Only Ones, even when everybody said they weren’t cool and they weren’t punk and they weren’t blah, blah, this or that. To me, they were off-beat contrary and catchy as hell and that was good enough. Frontman Peter Perrett just had something going, like he was on his own louche South London planet rock. And he was funny with nice hair too. Thus I noted the Only Ones untimely demise and his subsequent demon struggle of a solo career with some sadness. So listening to 6Music, his deadpan raucous toe-tapping gem of a comeback after all this time was kinda special. It’s the record I thought I’d never hear… and I’m not the only one.
– Neil

Jon Hopkins, Singularity

Do you remember the first time you put on Jon Hopkins’ Singularity really loud, laid down on your IKEA rug of choice and experienced a head-exploding-body-melting-into-the-floor union with the whole cosmos? No? What are you waiting for?
– Josh

Spelling Your Own Name Wrong: When Will We Trust Ai to Write Our Emails?

28.11.18

In O Street’s early days we won a big job with a gallery in Glasgow. In my haste and excitement when writing my first email to the client, I signed off as ‘Davis’ instead of ‘David’. I was too embarrassed to correct my mistake, so for the following three years I became Davis: the client addressed me as Davis in person, introduced me to colleagues as Davis and even captioned our work as Davis. In the studio, the notorious nickname has stuck (proof of that from our Slack channel below).

However, these days such typographic mistakes are becoming harder to make. Auto-Spell on most applications highlights mistakes as you make them. What’s more, AI is even beginning to write your messages for you. I had a whole twenty message conversation with one friend last week in LinkedIn by each of us just clicking the suggested auto response.

Gmail recently took this one stage further by offering to auto compose my emails. When the tool was first highlighted to me I thought ‘hell no, I’ll never use that!’, but already these last few days I’ve hit the tab button quite a few times to complete my thoughts, much more eloquently than I could have on my own. I realise that for quite a while now I had actually been letting my grammar slip on email, shortening sentences unnecessarily and not making my points as clear as they could be. My bad.

This kind of support will make life so much easier for dyslexic (why did they make that word so hard to spell!!?) designers like myself. But is this right? Are we letting the robots take control? Or are they just propping us up?

The Davis story is funny; it was a happy accident that still gets laughs in the pub and there are a bunch more stories just like it. Will the advance of AI kill these quirks off, or will they introduce a whole lot of even funnier ones?

I don’t know, but I’m looking forward to finding out.

*This blog was written wholly by me, with no AI assistance whatsoever.

(Actually) Fake It, Until You (Actually) Make It

19.07.18

Fake it till you make it the Orson Welles way: how he gave us a blueprint for getting creative dream projects going with Citizen Kane

A couple years ago, we found ourselves wanting to break into the world of beer packaging. We wanted to do it, we knew we could do it, but we hadn’t done it. And without that sort of work in your folio, it’s tough to get breweries to throw money at you to do it.

So, we faked it.

Fake it till you make it. It’s a cliche. And as usual, it’s a cliche because there’s some truth to it. Here’s a scenario: you’ve got a creative itch to scratch — an awesome idea you’re dying to bring into the world — but you can’t get the support you need to get it rolling, without having shown that you can do it. It’s a catch-22. Enter Citizen Kane.

When Orson Welles was thinking up his masterpiece, he couldn’t find the money to make it. None of the Hollywood big-shots would fund his project. So, he faked it. Welles scraped up some cash, built some DIY sets, and started filming. He created just enough to show execs that it existed. His vision was true. He could do it. They bought in. We know the result — arguably the greatest film ever.

We took a similar route to break into the beer industry. O Street created its own event series combining home-brewed beer, culture and experimental packaging. We were scratching a few at once, but the underlying goal was to create awesome beer packaging to show breweries:

It worked.

Not only did the series, Beertimes, become a beloved exercise for the studio, it won us a packaging gig with BrewDog. They were looking for a competent yet daring studio to do a brand and packaging revamp for their experimental beer series ABSTRAKT, and our DIY effort showed we could handle it.

Our takeaway from this experience looks something like this:

Now, we’re redesigning the brand entire fleet of beers for another landmark Scottish brewery. A body in motion stays in motion. Even if you’ve got to fake it to get it going in the first place.

Trump Scrabble

11.07.18

All you need to protest Donald Trump is, well, Donald Trump. It goes for his character as well as his name. Download the kit here.

trumpun O Street against Trump

So we drew DONALD TRUMP! in a typeface inspired by old-school civil rights signs and uploaded it here for you to download. If your Sharpies have gone dry just keep these files on hand and print, cut, protest.

O Street against Trumptrumpun2O Street against Trump O Street against Trump O Street against Trump

We’ll also make requests of any digital posters, so hit us up with your best Trump scrabble job and we’ll send it to you!

Disclaimer: this post was written by a natural-born American citizen. Please post any complaints here.

Attitude Sickness

10.01.18

When I arrived in Colorado, I thought I was good to go: thoroughly hydrated and ready to plow through the altitude sickness. And boy, was I wrong. After a few hours of throwing up my guts, I required some serious adjustments to get well.

While getting a hand from some seasoned Coloradans, I learned there was really a science to acclimatizing up in the mile high city. Eat these certain things, perform those certain actions, and you’ll get through it. Within a day or two I was physically feeling like myself again—but not mentally.

Moving to a new place, disoriented and homesick, I realised I’d gotten over altitude sickness only to be stricken by attitude sickness. I needed to get myself right, so I turned to the ways that got me acclimated to the altitude.

Hydration

We’re mostly made of water, and lots of it does us good in more ways than one. If you’re really dragging mentally, treat yourself to a day of heavy H2O consumption. You might be surprised that not just your body—but your brain—were begging for some oxygen from the liquid good stuff.

Routine

Steady bed and rising times, consistent recreation and exercise, and taking meals at regular times will get you through any rut. It’s also one of the most difficult things to do. Write your routine down. Tell someone about it. Don’t beat yourself up when you fail, just ride the wave and get back to it.

Train high, rest low

Mountain climbers employ this strategy to acclimatize. Climb, come down a bit to rest overnight, and day-by-day go incrementally higher until you’re at the top. You can do the same with sorting yourself out and getting things done: take a bite out of a big goal, come back down to a more comfortable level to recover, then go out and take a bigger bite.

Feed yourself

To recover from altitude sickness, I was given foods high in healthy fats, like avocados and nuts. Your brain also thrives on this good stuff and it gives you loads of energy, keeping you feeling full. Whether or not high fat foods work for you, avoid processed garbage—you are what you eat.

Prioritize

What really matters? Get a piece of paper and write down all the things demanding your time. Circle the ones that will really, truly help you get to where you need to be long term, and cross out the ones that don’t—banish those time-wasters from your life, and take that time to work on what matters.

A couple weeks later, I’m doing my best and feeling acclimated in more ways than one. Am I at the top of the mountain? Naw. But I did write this essay.
–Josh P