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The
Fable of the Big Brochure & the Little Logo
IN
THE STYLE OF MYSTERY WRITER DASHIELL HAMMETT
The new CEO called a meeting with the company’s marketing director and the art director. A young secretary in a bottle-green shift led them into the boardroom, unceremoniously tossed a few million in contracts at the CEO and left, pulling the carved-oak doors closed behind her.
“This company needs to work on its image,” the CEO announced, lighting a fresh Havana cigar and exhaling a thick cloud of blue smoke. Glancing at the marketing director he said, “First I want a capabilities brochure. You’ve got about three thousand words to sum up what the company is all about, where we come from, and where we’re heading. Use words our clients’ll understand. Make it speak to them. Make it current. Of course, I want it by yesterday. But don’t worry, you can change it next quarter.”
Then he turned to the art director. “From you we need a logo. Basically, I want you to do the same thing as the marketing director. Only you get to do it in one little symbol. A symbol that will be seen by a hundred times more people than will ever read the brochure. And by the way,” he added, absently thumbing his white silk suspenders, “I want something that will last forever.”
From What Logos Do and How They Do It, by Anistatia R. Miller and Jared M. Brown, Rockport Books, ©1998, with the kind permission of the authors.
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©2002 Visual Transformations |