I seem to bash graphic designers quite often in this blog.
I grouse about reverse type, or type laid over a non-contrasting background.
I dis designers who immediately want to incorporate the initials of a company name in their logo designs.
Then there are the designers who use nearly-illegible type faces just because it’s “trendy” in Wired or some underground art magazine. And those who want to impart the latest fad illustration technique even knowing the style will date the brand.
But I must say, most designers do not make the mistakes just described. They’re looking for unique ways to present a brand while maintaining the style the brand naturally requires, and not resorting to fad-like, the-latest-thing me-to-ism.
It’s just that some designers do get carried away. My advise: tell them what you require – design that will last a while and represent the true core of the brand. Most will “get-it”. A few will not. When you run into one of them, don’t be intimidated – fire them.
There are plenty of good designers who know the importance of brand and how to design for the long haul. Seek one out.