Susan Kirkland (bio)

The Brothers Grimm and Hans Christian Andersen fairy tales seem to parallel some business transactions.  Take the recent flood of new logos for companies who have defecated where they eat, like AIG.  Much like a pig that's rolled in mud, the new logo gives a good scrub to a bad little piggie.

"Keep talking. History shows I can be convinced of a-n-y thing."

Sometimes, the pig's owner is the one who gets the bath.  In our business in particular, where hot shot executives think they can do every job in the company, they may rely on the same know-how to select corporate symbols.  Big mistake, especially when led by a helpful sales staff whose only wish is to convince the buyer his preferences are right on. This makes me weep. But I understand why the Texas Longhorns will love this version of the new AOL logo.

When I was young and in lust with a seriously interesting structural designer, I sent a butler dressed in white gloves, tie and tails to his office for his birthday each year.  The butler arrived with a standing ice bucket and two stems on a silver tray to serve him French champagne in a delicate Baccarat crystal stem (an original design molded from the breast of Marie Antoinette). The server wished him a happy birthday and quietly took his leave.  I considered my friend a delightful sparkle in a case of still wine; an analogy I have never been able to top.

Compare those two forms in media; do we prefer still or sparkling (static or fluid) when plugging into the world?  I think it depends on two things not determined by media buyers, things better determined by user environment and intent.  Traditional print is not strong enough to hold back the inevitable domination of information delivery by electronic device.