WRC-DB-Prototype-2-2

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