410 - The Logo Show "Underdogs" with Dan Stiles and Billy Baumann

The Logo Show returns to cast its discerning gaze on the underdogs of the world of commerce. Dan Stiles, Billy Baumann, and Mark Brickey break down the branding problems that these permanently stuck in second place companies can't seem to figure out with millions of dollars and loads of market research. At the heart of each logo's critique are reoccurring themes of longetivity, relativity, and the perceived value in design. How much does brand development matter and is erring towards inoffensive, vanilla design the secret to success over time or place?  These six first losers can teach us a lot about confidence in story telling and relying on craftsmanship over technology if a client really wants to leave a lasting impression on the world.

Link to Logopedia Page

Billy's recommended reading: The Breathtaking Design Strategy Pitch Deck

Talking Points

  • Remembering to enjoy the day and make something worthwhile happen.
  • Looking back on the past to improve today.
  • Technical difficulties and a look into how an AID episode gets made.
  • Choosing happiness.
  • A look at six second place logomarks.
  • Is it more important for your logo to work in the real word or solely as a mark?
  • Integrating branding across multiple platforms.
  • Tangents, x heights, and choosing the lesser of all evils.
  • The dot com orbit that dominated logos.
  • Does it matter if designers like the mark or if the public understands it?
  • Lacking confidence in your brands vision.
  • Letting your logo speak for your product.
  • Do brands even need logos?
  • Telling a story over time instead of with the times.
  • Changing tastes with skill maturation.
  • Can a timeless logo be anything other than vanilla?
  • Gestalt branding strategies.
  • Mimicking your competition or standing out from them.
  • Repeating shapes from the mark into the text.
  • Backing up your design decisions with bullshit.
  • The "Breathtaking" Design Strategy pitch deck.
  • Fighting the competition instead of making a better product.
  • Can corporate America travel back in time with their branding?
  • The inevitable trend shift of looking to the future.
  • Relying on technology or relying o craftsmanship.
  • Should your logo reflect the times?
  • Terrible design choices becoming acceptable after three decades.
  • Zagging to find the true essence of your brand.