For advertising agencies two critical moments are when the team pitches to get a new account and when it finally presents its creative solution after weeks of work to start production. How many “options” should be shown to the client at this juncture is a matter of creative-process folklore.
There’s always the good old triple: “good, better, best” a.k.a. “throw-away, can-live-with, must-sell”. Some would go further than three. It’s not uncommon for boutiques to bet on just one solution and try to convince the client. Whether it’s one, three or six, I bet no one has ever heard of 29 options. Unless you work at Yahoo.
A new CEO looking for a quick turnaround getting company logo redesigned? American as apple pie. Some succeed, some fail and most never get more than a week’s worth of traction. Not a big deal, if you just have a press conference, a happy photo-op and your designer gushing over the “how we did it” part in some design pub. (Especially double-delicious if it’s the CEO who’s doing the write-up!) These are as harmless as they are unavoidable.
But 29 days of unrelenting assault on the design sensibilities of the few who cared? Unfruitful. Yahoo’s intention wasn’t crowd-voting or crowd-sourcing its next logotype after 18 years. The crowd couldn’t do anything about the options. So it was a one-way presentation of five horrid letters plus a punctuation mark day after day for a month. And at no point the crowd could cry uncle.
What then is Yahoo telling us?
We don’t care: We think logotype design is a frivolous activity. Since the goal of what it needs to be isn’t quite clear to us, we can post 29 superfluous variations in as many days. Hey, if you challenge us, we could algorithmically generate 365 options in one hour, one day, one year or until you surrender.
We know we should care: We care about logotype design, it represents our brand. We want people to know that we’re changing Yahoo, the company. The crowd can’t yet see the change fully but they can see the logotype change before their eyes. Since the logotype represents our brand which represents our company…well, you get our drift.
More is less: Look, we already had the logotype design we wanted weeks ago. We had interns come up with a few dozen variations and we let you see just 29 of them. You have no idea what the rest looked like. You’re welcome.
We’re not pros at this: We can’t shout from the rooftops. We don’t have ad budgets the size of Samsung’s or even Microsoft’s. Fine, we probably have more web traffic than both combined to expose people to anything we wanted, but we didn’t bother figuring out how we could use that traffic to have them look at what actually matters: who we are and what we want to accomplish as a company. (OK, that would have been dicey because, frankly, we still haven’t figured that out yet.)
See if we care: Yes, we know we could have done things differently. For example, we could have:
- respected the design community and the digerati by serving them something serious for a month so that they could become catalysts to positive conversations about our company on a daily basis. (We may still have to recruit a few of those creative types, after all.)
- tastily presented daily videos and sketches of 29 different designers discussing our logo, brand and company.
- hosted these logotype options at one specific Yahoo property per day (we have dozens of properties) to draw much needed attention to them.
- set up a million-dollar (non-binding) logotype contest (with a nominal $29 entry fee to keep out the riffraff) to attract serious designers and design firms. Cheap.
- video streamed the final selection process, with a few mega-celebs thrown in to attract a crowd and even serve a few ads (or promos for our properties) in the process to boot.
- had the sensibility to not come up with an anemic rehashing of the old logotype, sans serifs but now with bevels (bevels!) like it was the go-go ’90s.
It’s a logotype for crying out loud: Yes, we could have done a lot of different things besides throwing 29 disparate high school lettering projects on the internets for a month to see if anyone cared. But that would have required adult supervision for design and, honestly, we don’t care that much.
Now you know.
1. I’d love to see Yahoo succeed, I’ve been using many of their services for years.
2. You might also be interested in “Ordered Information” is not a paint job where we consider the sorry spectacle of Yahoo Finance design.