I have been working in the industry sense 1994 and I can’t tell you how many times I have heard the word brand. I think it is the most over used word in our field. Designers are faced with suits using the word brand over and over.
As designers we have to face clients, vice presidents of companies and even creative directors who want to over brand products. Good design can brand a product without an over usage of corporate logos, images and colors. Designers are often handcuffed by this philosophy. The art of using white space is something that is hard to come by. Clients think they need to fill as much white space as possible. Design can brand a product successfully with clean layout and effective design elements. I think it has gotten so bad that some companies target audience’s stop looking a material because it is over branded. There is not a lot of time to capture a reader’s eye. If a piece has too much going on to the eye it may not even get read.
TV stations have even gone over board with the branding game. I was watching True Life on MTV the others day and got totally disgusted with the large pop up ads that they were running in the corners of the screen. It was everything from the MTV logo to ads for the VMA’s. The banners were so large that it distracted me from the show.
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