A good friend of mine sent me a link to a graphic agency site, and as he was impressed by it, and I value his design ability, I was looking forward to seeing it.
I’m struck first by the pretentious references to abstract concepts … then I find myself looking at the logo. I should point out that – like Boost – the company sells Branding amongst its main services. This means that they, like me, advise clients every day about injecting personality, values and reaching the intended target audience. We talk about differentiation.
Branding is what sets you apart from the rest.
Helvetica is fast becoming one of the most commonly used print and logotype fonts in the Western world. It’s ubiquitous. Yet, so many design agencies use this font as a lazy, safe, bland solution to their own branding needs. Just like someone wearing all-black at a dinner party. What they’re saying is: I think I look stylish, understated and intellectual, and I promise I won’t create any trouble, as I’m scared of standing out from the crowd and stating my own opinions.
I look on design agencies using Helvetica as their ‘logo’ with disdain. Come on you so-called brand designers! Practice what your preach!
