Christine weighs in on new challenges for identity designers.

Communication Arts Design Annual 55

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September 12, 2014

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Christine was thrilled to be asked about what new challenges identity designers were facing in the current CommArts Design Annual. This is what she (and her esteemed co-contributers) had to say.

“We have become saturated with extremely well executed identity work. Technology has allowed geographical barriers to disappear, causing clients and designers alike to be dazzled by the bounty of lovely–albeit often fictional–work. However, aesthetics alone can't carry a successful identity program, and businesses are disappointed by the process. In order to provide a unique, relevant perspective, it's clear that client/designer relationship benefits from being local. Creation of meaningful content requires a deep understanding of the client's challenges, culture and personality.”

Bill Gardner (Gardner Design and logolounge.com) "So many people now view the world through a window the size of a business card, which has spelled an inevitable change in logo design that rewards simplicity. Designers continue to push back and evolve the meaning of 'simple'. That logos have to be scalable has always been understood. But our perception of 'small' has changed—in some cases 'tiny' is being rather generous. Dimension and detail are necessarily removed at inception so that these logos can be read properly on mobile screens."

Eddie Opera (Pentagram) "Our ever-adjusting democratic digital landscape forces every studio to deal with the notion of 'scalability' even with the smallest of clients, who now need a complete design language. Every company has a potential global customer base and their graphic-designed identity as a driver. Clients are using analytic metrics to follow how they are perceived by their customers over time, so future identity design packages may need to become more shape-shifting, instantaneously scalable, flexible and fluid."