Brand Downgrading.
Ok, first, let me throw this out there. I am not Brand New. I in no way want to affiliate myself with them, or steal their idea. I am simply identifying something that I observed today. p.s. check them out, they’re awesome. http://www.underconsideration.com/brandnew/
So, today I am doing some research for a Swiss client that we have You can imagine all the amazing stuff I am finding). I start by checking out some Swiss sites, looking through different swiss projects, art forms, companies etc. I quickly came across a company that is very well known for being very reliable and very Swiss, Credit Suisse. I went to their website and really wasn’t impressed. The logo seemed dated, and the website structure was in no way appealing, and did not have a good UX flow. I went to a website to pick up the eps version of the logo to put into the research. While I was there, I discovered something. There was a previous logo that I had not yet seen. At that moment, I was amazed. The previous logo was AMAZING. It seemed progressive, revolutionary, and super Swiss. I thought that there was a mistake. “That must be the new brand” I thought to myself. Nope, I found out that they “rebranded” in 2006 and replaced this fantastic logo with their current logo.
Anyways, It goes to show that sometimes people make bad design decisions (We know this fro the Gap rebranding), but life goes on. I wrote this post mainly to give recognition to the old Credit Suisse logo, and to encourage designers to think smart. Don’t create things that just look good. Create a good idea. Create for others, and not only for your own mind, and pleasure. It will work out better in the end.
Chuck
