Logo bashing won with the wattle logo’s canning, but it shouldn’t always
The government was right to ditch its ill-advised Brand Australia logo, but that doesn’t mean the critics are always right when it comes to branding decisions, Charlie Rose argues.
News the government was canning its controversial ‘corona crest’ and opting for a redesign was met with a collective, ‘I told you so’.
In case you forgot, and I certainly hadn’t, the logo received a near-universal panning when it was unveiled in July. We can all agree, they got it wrong this time but that doesn’t mean rebrands always do, even if we don’t agree with them.
When it comes to rebrands, everyone has an opinion and for those of us in the business of branding, we reckon our opinion carries some weight. And rightly so. After all, we’re privy to the thinking process that’s supposed to support these sorts of decisions. However, we’re also guilty of indulging in the perverse pleasure of logo bashing.
In fairness it was impacted by unpredicted unprecedented macro economic factors, the best thing now is the get the new brand out quickly and mandate the discontinuation of the old one.
Apparently the overall cost for this effort was $10M. Shameful.
I have no sympathy for any of the agencies and sub-contractors involved, given they were paid incredibly/insanely well for producing…incredibly mediocre work.
The fact is – any small shop, with *5% of the budget*, could have produced something far better. This project has been a procurement disgrace.
To be fair, it’s garbage.