Corporate identity’s triumph of the swill: The Swooshtika

“One might be forgiven for thinking that the recent past was some kind of Golden Age of corporate identity design. What with the dot-coms and other New Eco

“One might be forgiven for thinking that the recent past was some kind of Golden Age of corporate identity design. What with the dot-coms and other New Economy companies springing up by their techno-optimistic thousands, many a young designer was handed a rich, once-in-a-career opportunity to limn a new company’s graphic identity from Square One. What many of these companies had in common, of course, was their desire to be seen as futuristic, dynamic, global, connected, fast — you know, kinda swooshy. At least that’s what must have gone into the creative briefs all those designers got handed by the various marketing departments in question, because that’s what they cranked out: swooshes by the Illustrator’d gigabyte, none of which bore up under the weight of their overdetermination.”


Related Posts:

Process Problems Aren’t Just About Process

Triggering Change Using Three Words

Date:
November 23, 2016
Author:
XPLANE