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Watch as Michael Bierut and Joe Poesner explain how a simple mark ends up<br />
meaning something big as a great logo.<br />
that they press their fingers on dozens a time a day<br />
(or an hour).<br />
After decades of brands hoping that consumers will<br />
adopt them as badges of personal identification, that<br />
dream is coming true to a somewhat scary degree. So<br />
people increasingly feel that they own the brands as<br />
much as the entities that the brand identities purport<br />
to represent.<br />
And thanks to social media, they’ve been invited to<br />
talk directly to those brands, most of whom<br />
desperately wanted this degree of intimacy, and<br />
many of whom got more than they bargained for.<br />
Michael Bierut, a partner at Pentagram since 1990, is<br />
a senior critic in graphic design at the Yale School of<br />
Art and a lecturer in the practice of design and<br />
management at the Yale School of Management.<br />
He is a co-founder of the popular and informative<br />
website Design Observer and the author of several<br />
books, including his newest, Now You See It, his<br />
collection of essays, published in fall 2017.<br />
10 FLOW JULY 2018<br />
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