(upbeat music)
- I've been a designer for a long time, and over the years
many clients have come to me and said "I need a new logo."
Now, the first question I'm going to ask is "why?"
Now I could go ahead and just make a pretty new logo
for 'em, but I'm not doing any job at that point.
And I hate to say this as a designer, but logo schmogo.
One of the things that needs to happen is to understand
why do I need a new logo?
Is business failing?
Should I be changing the direction of my company?
Did something bad happen?
Why is that happening?
And I have a client that's a theater company,
and a few years ago they came to me
and said "we really don't like our logo."
And of course I said "well, why?"
"Well, it doesn't read right
"and we don't have the right audience."
Well the logo had nothing to do with that.
It had to do with the productions that they were doing.
So I suggested to them, okay, we can readdress the visuals
but that's nothing unless you change
the content of your productions.
And of course they were a little shocked by that,
but they went ahead and made that transition.
The visuals then were easy to have that follow
and move along with that audience,
and then it really did solve the problem in a holistic way,
not simply trying to slap on
what they thought the solution should be.
So the goal here is to not try to solve the problem
with the outcome.
Leave that to a designer.
The goal is to look at the bigger issue
and really leave it open, what needs to happen here?
It may not be just the logo.