September 2010
Intermediate to advanced
192 pages
5h 8m
English
Content preview from Recycling and Redesigning LogosBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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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 ...
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