From the course: Good Design Drives Business

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Need a new logo? Maybe not

Need a new logo? Maybe not

From the course: Good Design Drives Business

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Need a new logo? Maybe not

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(upbeat music) - I've been a designer for a long time, and over the years many clients have come to me and said "I need a new logo." Now, the first question I'm going to ask is "why?" Now I could go ahead and just make a pretty new logo for 'em, but I'm not doing any job at that point. And I hate to say this as a designer, but logo schmogo. One of the things that needs to happen is to understand why do I need a new logo? Is business failing? Should I be changing the direction of my company? Did something bad happen? Why is that happening? And I have a client that's a theater company, and a few years ago they came to me and said "we really don't like our logo." And of course I said "well, why?" "Well, it doesn't read right "and we don't have the right audience." Well the logo had nothing to do with that. It had to do with the productions that they were doing. So I suggested to them, okay, we can readdress the visuals but that's nothing unless you change the content of your productions.…

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