Influx

The story of Twitter’s logo appeared in Wired a few days back, the basics of the story suggesting that Twitter paid no more than $6 for its identity. In a word where product performance trumps image, this is going to be par for the course for many a new brand starting out.

The reality that logos can be purchased for $5 and ads can be sourced from the crowd, should be sending a giant reality check through the halls of branding and communication agencies worldwide.

Of course, it’s easy to sit in the ivory tower and talk about how the logos and ads we design and make are so much better than the ones created by the crowd and stock illustrators, but no one maybe listening.

The industry can no longer take it for granted that it’s the only game in town and that there a legions of willing clients eager to pay top dollar for its services.

There are probably way more, but here are 4 implications for this to start the conversation rolling.

1. Competition is Everywhere- we need to get over this. We need to be able to communicate what makes us different and why we are better than everyone else. Proof, proof and more proof.

2. Effectiveness Awards Need to Be Visible- While everyone in the industry may be aware of The Effies, not all of corporate America is. More could be done here and the same for the design awards.

3. What’s Your Value Add?- You make ads and your help companies with their identity, but what else do you do? Is there anything about how you get to ads or design that makes the results better and can you prove this?

4. What Do You Make?- Being typecast as the guys and girls who makes ads and logos is a very dangerous place to be, it places you right in the competitive firing line. The world is going to belong to make things, those who make powerful intellectual leaps and bring new ideas to the world. The communication industry needs to be here, creating powerful ideas that make meaning. Instead of ads and logos, think cultures, products, applications, ideas and intellectual property.

Posted by Ed Cotton