Google’s rebrand and the four forces affecting brand identities in digital environments

Google's new logo and some core identity elementsThe recent launch of Google’s brand identity evolution brings back to light questions around the impact of digital environments on brand identities.

Visual design is a vibrant, ever evolving world. It always combines timeless principles with new tools and changing fashions. Contemporary design operates within a global culture. One that has been getting increasingly visual for over a century since the early days of mass media.

Brand identities, specifically, now spend a large part of their lives in digital environments. These environments offer both opportunities and challenges, but are we really seeing the amount of innovation we’d expect? The kind we’ve seen in product design or interface design. What are the key factors shaping brand identities in digital environments? Continue reading

Don’t fall into the creative industry’s well curve

I stumbled across an old Dan Pink post, referring to a yet older article of his in wired, talking about well curves.

This is a recurring pattern in many industries, where it replaces the more familiar bell curve. A simple example will be the fact that while big companies are getting bigger, we now have new small companies which are smaller than companies ever were.

It his post, Pink links two news items showing how the middle tier of the legal services industry deteriorates. On the low end – people will just get basic services online, which started with simple contracts, but quickly progressed into more complex services like divorce agreements. All for record-breaking low prices. On the other end of the well you get the big offices charging record-breaking high prices for high-end, bespoke services.

If you’re a law firm that used to make a lot of money out of divorce contracts but can’t justify a price premium any more – you’ll be falling into the well…

Make no mistake – this is happening in design and across the creative industry .

Continue reading