Or home with a wicked cold like me. I rarely get sick, but when I do, it’s invariably on a weekend (and goddamn it’s nice out) or during a vacation. Never during the week when I could have the chance of avoiding frat boy‘s new–fangled Caesar cut (yes, that’s right). Course not. Anyway, DHL has this new geography advergame promoting their….umm…I don’t know what they’re promoting, actually. It is kind of refreshing compared to UPS and FedEx who brand the shit out of everything they do online. But as a marketing effort, big waste of money on this – next time, put a little messaging, logos, links to what you’re selling, instead of only a sad little opt-in at the end of the game. By the way, US, Western Europe, no problem, but Eastern Europe? Fuck. Apparently, I’m turning into a typical American.
Here’s some free advice for branding/logo clients that you’ll never be able to share with them.
- Don’t tell your agency you would like your logo to look like Nike’s.
- When you say you want more gradient, we hear more cowbell.
- Don’t tell the vice president of the agency that the logo should appeal to “older women, like you” (NOT referring to me. I’m not old. I’m not!)
- When you say, “where’s the drop shadow?”, we start thinking about how we really need to get to the gym and if we should stop at Barnes and Noble for 10 Easy Ways To Commit Career Suicide on the way home.
- Do NOT say, “that font looks like something from PowerPoint”, because it is. It’s fucking Helvetica, all right?
- Stop saying “I’m not feeling that one.” We heard you the first time.
- When we explain our color theory to you, don’t say “Personally, I’m partial to maroon and gold. Go BC!”
In a previous life, I had UPS as a client. UPS has such an iron grip on the shield logo that it’s inconceivable they approved it to be printed on an M&M, and shown like that on a banner without the requisite brown surrounding it. If they did, more power to them – maybe they’ll let women wear open-toed shoes on more days than Friday.
..the mindfuckery of this morning? Hell, no. I might throw up at any time though, so bear with me. Far too many gin and tonics last night.
What would really make me hurl right now is being forced to go to Wal-Mart. I break out in hives just driving past one. And if I go inside, it’s an immediate acid flashback from the sensory overload. I hear they’re getting a new tagline (“Save Money. Live Better.”) and toning down the use frequency of the smiley face. Yawn. But I love Gawker’s take on it.
This probably took DDB 6 months to do. No offense to the logo itself, I like it better than the old one – I’m sure they went through 100 executions before they decided on this one. Don’t get the degree symbol at the end, but I’m not that quick. I’m sure it means something – maybe it’s paying homage to the old circle. Anyway, I’m partial to DDB. When I was on client side, my company treated them like ass and then didn’t pay their invoices. Embarrassing.
I’m completely fried and looking at another long night at the office with only the window washers to keep me company. There’s 2 enormous presentations next week – one a branding research study and the other a 26 million dollar media pitch. My problem is this: I have to present the research study to a very large group of people and my public speaking skills are appalling. And when I invariably hit a low point in a speech, I make off-color jokes for no apparent reason. So I ‘m writing down the exact words I’m going to say so that doesn’t happen. Outcome is not favorable.
I have these new-ish clients who hired us to do a branding and naming campaign for a new company they’re launching. My team’s done weeks of herculean research on colors/looks/names and came up with a incredibly powerful plan. We presented this morning. Their only comments at the end of the presentation were “Can we maybe come up with some names that include Greek letters?”.