CASE STUDYHartford Stage
Enter Stage Right
DESIGN: CARBONE SMOLAN NEW YORK
KEN CARBONE SOMETIMES FEELS LIKE HE’S TALKING HIMSELF OUT OF BUSINESS when clients come to his New York studio for a logo redesign. “If a logo has equity, recognition, or a legacy, I have to ask: ‘Why change?’” he says. “Change is difficult under the best circumstances, so the reasons for a redesign have to be sound.”
To challenge his clients to consider the “why” question in depth, Carbone borrows a trick from Socrates, another fellow who talked himself out of business. “We approach clients with the assumption that their reasons for changing are unclear,” he says.
Asking the “why” question is step 1 in Carbone Smolan’s process for undertaking an identity revamp, and for ...
Get Recycling and Redesigning Logos now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
