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Steven Heller on The 2 New Logos
Today on The Moment (well, in a moment today, anyway) Steven Heller investigates the new logos introduced by the Obama administration last week. Here's a nice taste:
What's also interesting about this logo is that its goal is to become obsolete. Just as the W.P.A. was retired when the Depression was over (and World War II began), the ARRA logo is tied to the fate of the economy. "Hopefully, the recovery effort will work so well and so quickly that we're no longer in recovery but back at full strength and don’t need it," Juras said. "The sooner it becomes a historical artifact, the better."
Meanwhile, what does he hope these marks accomplish? "I would say that we are more interested in how people who know little or nothing about design respond to them in their daily lives," he said. "That is to say: Does the logo give the truck driver or the grocery store clerk or the plumber a little more confidence in our economy? Does a young kid derive some hope for the future by stenciling it on her lunchbox? Only time will tell, I suppose."
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How much did it cost the government?
How many iterations of these designs were deliberated over? and how long did that take?
I think its a bit odd to believe that a jobless someone will see a logo and think "Ah, now that I see that logo, sending me to a website, everything will be okay." Its doubtful a child will stencil it onto their lunchbox... assuming they have a lunch at all.
Perhaps its a bit presumptuous to be designing a logo for things that are still in their infancy and have yet to prove their worth? A logo is a tool that is only important because it embodies something of worth. Logos for things that have no importance or worth yet are merely colors on a screen, like those stock logo websites popping up.
When jobs are really and definitively being created or saved (assuming that can be actually measured) THEN make a logo. Show that an entity that has worth deserves to be encompassed and communicated in a logo. A man without a job will just see a logo and be unaffected, but a man who received a job will KNOW what that logo stands for because they have already been affected.
I'll admit, I'm young, and I'm still studying I.D. so I'm fairly unaffected by this recession, but if I was jobless, I wouldn't want to be hearing that the government is debuting logos. I'd want to hear that they are already helping to fix what caused the recession and are working to return the market to where I can get a job if I'm willing to work and I have the skills.