“February 2016 saw the refresh of the Premier League which was met with a large amount of attention, scorn and, cruelly, ridicule. Most brand teams expect this feedback, accept it and shrug their shoulders at inevitable public backlash from ‘logo obsessed zombies’ as The Met director Thomas P Campbell termed them this week.”
“From the cabbie telling me the new Premier League logo was crap and cost millions because he heard it on the BBC, to the Guardian setting up a competition to rebrand the Premier League because, in their words, “Frankly we think that you can do better…”.”
People do not like change. That is just an apparent fact. No matter how beautiful, complex and exciting a new logo may be, it is almost guaranteed that there will be far more opposers than supporters solely down to the fact that there has been a change. Due to the disapproval of so many, the work of a graphic designers is often ridiculed and mocked, proved by the Guardian’s recent proposal that a member of the public could rebrand the Premier League and do a better job than a professional. The question is, what do these newspapers get out of these cruel competitions? The mockery of a profession and the work of a professional which has been informed by the desires and ideas of a client is unnecessary and unkind, often fuelled by a misunderstanding and lack of appreciation for graphic designers as a whole.
“I doubt there’s one definitive answer on why we’re the butt of this particular joke. One place I start though, is the thinking that graphic design is perceived to be easy. It’s colouring-in and a few shapes, slapping new logos on old brands, something anyone could do with the right software and some time.”
After the Guardian’s proposal of another redesign by the public, they were hit with backlash and offence taken by graphic designers, naturally. In response to this backlash, the Guardian labelled graphic designers ‘touchy’, backtracking on their mockery explaining it as simply a joke.
“The counterbalance is that we, as designers, don’t really help ourselves – could it be the fault of our egos? We often take ourselves so seriously, which, in turn, leads our own discussions into “I can do better” – not to mention the arguments about kerning, colour and which typeface is best. If we act like this online, in public, then maybe the press take their cues from that? New logos will always and forever invoke knee-jerk reactions, but that’s all they are: sudden, involuntary, and, very often, personal. The true value of a new graphic identity only becomes apparent over time.”