Well, that was a let down! Here I was, waiting for client and designers to do battle on Plymouth Hoe over the ‘rebrand woe’ related in my last blog when …. the saga just petered out somewhat!
But it appears from what has been said that the key reason for things going wrong was that the new management, not involved in the original brief, simply didn’t like the design, leading to the cost of a new brief, appointment of a new design house, a few hurt feelings, and ending with a new image not a million miles from the first. And of course, I assume, the cost of settling with both design companies.
As for the question posed in the last blog, there really is only one way to deal with a situation where the client rejects the final output, which is to make sure it simply can not happen in the first place!
It is clear now that in Plymouth, the original design company, an established leader in the sector, simply did not have a relationship with a guy who ultimately wanted to stamp his own mark on the brand image – it was in this case, an ‘unavoidable’ situation arising from a change of personnel.
And there really lies the problem – the depth of relationship which has to be created between client and designer is essential if the outcome is to be right first time.
I believe there are two key elements to the brand designer: the ability to create great design and the ability to make that great design relate to the brand. The first comes from the natural talent and creativity of the designer, whilst the second evolves through the experience of the designer and the ability to get into the heart of the client’s business and understand all the elements which make up the brand.
It is only by bringing these elements together into the client environment that the right relationship can be established – that which will allow the client and the designer to work as one and ensure that the final image is the right one.
A rather simplistic explanation perhaps, but going right back to my original piece on the cost of bad design, would you really get this level of expertise from anyone but a professional in the field? In business, as in life, you really do get what you pay for!
I’ll look at the relationship next time, but meantime, a brand question for you …… ebay have just introduced their first rebrand since they set out. Take a look at the new brand at http://www.logodesignlove.com/ebay-logo