- find the worst piece of branding you can that repulses you and it just awful. Must be a jpeg and submit it to the drive folder : bit.ly/LAUTURD
Once uploaded the image to the folder, we flicked through everyone's chosen bad branding. A common theme that ran throughout were sexual innuendos, much like mine chosen. I chose mine as it genuinely confuses me how even though it is a Swedish company that the logo literally say I heart cum.
The next part of the task was to then to try and sell the logo as if you made it and make a pitch as to why it is good. In order to do so I needed to gather some research into what the company is and the background to it.
This logo I found was for a Swedish company called 'locum', locum is a property development Swedish company that was made in 1991. It develops and manages public and private health and medical care facilities, which is where I believe the heart has come from.
My pitch was :
locum develops and manages public and private health and medical care facilities property. The company was founded in 1991 in Sweden when the logo was created. The heart in the logo is a clear representative of medical care that is provided in the property. The comical side to the logo helps fills our maternity wards!
After the pitches we then had to look back at the design and redesign the branding into something better that best communicates the brand. For this section of the task I wanted to try keep as many aspects as similar as possible as I believe that a brand like this would want similarity and just to make their mistake into something that works.
I decided to look into the medical side of things and designed an abstract medical cross sign that has aspects of the heart shining through.
To conclude, we asked why have we done this exercise?
- working on a project that we were not keen on develops our skills and pushes us outside our comfort zone
- up our confidence - doesn't take much time to create a good outcome that is clearly better
- selling ideas is as important from a business perspective as generating the ideas
- sell yourself and sell your ideas
Look into Paula Scher - Abstract (on Netflix)
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