I buried an old friend today. Or, if you want me to turn down the melodrama a notch, I signed off a new logo for Shabbadu. While it was an absolutely necessary thing to do, it was one of the hardest things I’ve had to do. And here’s why.
1. I liked what we had.
Call me an old fuddy-duddy, but I didn’t actually hate what we had before. Mainly, because I created it. Sure, I have no design training or skill, but that didn’t stop me when I was all excited about my new business seven years ago. And it took me ages! Well, ok, it took about 20 minutes. Still, I thought it was unique and special, and it did the job.
2. It’s a big investment.
Rebranding costs a lot of money. And it’s not just designers fees, you change one thing you’ve got to change everything. And you’d better change it all at once too or else. Bah! Too hard. Can’t I just get away with my old tracky dacks, I mean logo, for another few years?
3. I’m not the best judge of art direction/design.
I think the saying is ‘pearls before swine’. Despite my years of experience in advertising, I’ve always been a ‘I don’t know much about art but I know what I like’ kind of copywriter. Which is fine when you’ve got a talented, understanding art director by your side, but it’s a different kettle of fish when a) you’ve got to brief the thing in, and b) when you’ve got make a decision at the end of it all.
Basically, I found myself thrust into the role our clients find themselves in more often than not. Suddenly, I had to be making calls on stuff I really didn’t feel qualified to make calls on. At least not with any authority or accuracy. And, I wasn’t entirely convinced we needed to be changing anything in the first place. But I was lucky. I had a team around me that I trusted, and my designer provided enough evidence of industry and support to make me feel comfortable with their suggestions.
Emotions aside, the time was right for a new logo for Shabbadu. The business I began seven years ago is worlds away from the one we are today. One of the key differences is I’m saying we, instead of me. Suddenly, it’s not just about what I like. Breathe, Chris. Breathe.
We’ve all been guilty of being hard on clients for umming, ahhing, and rejecting perfectly good work for seemingly no reason. This experience will hopefully colour these situations for me in the future. I’ll be more understanding and appreciate that while we might just think of it as another chance to move the brand forward into a new and exciting future, for our clients it might represent the nadir of an existential crisis where they begin to question all manner of things about their life, past and present.
Still, onwards and upwards.