Perhaps we’re afraid to do this in an age where corporate culture is a symbol of everything wrong with the world. Certainly, DesignStudio’s rebrand of the Premier League gained as much interest for what the organisation represents as for the work itself. In this context, talking more openly about the commercial value of the piece would have been likely to provoke anger.
However, with increasing reliance on ever-more granular data, the value of design is under the spotlight. The debate around how we measure creativity as a tool for persuasion has been floating around since at least 1961. But with the new mantra being “do more with less”, brutally reductive books like Byron Sharp’s How Brands Grow demonstrate the importance of building on the familiar.
That’s why the Co-op rebrand feels powerful. Rather than create something new for the sake of it, North have looked to the supermarket’s heritage and found a symbol that’s already imbued with trust and meaning. It’s a bold move, and I hope it works.
So, let’s stand up for ourselves. Let’s stand up for the value we create. Isn’t that what the Co-op would do?
This article originally appeared in It’s Nice That.