… that companies use clichés to talk about their desire to develop innovative thinking/ideas?
Shift the paradigm
Think outside of the box
Jesus, if they can’t even think of a fresh way to express their goals, how the hell are they going to ever stand a chance of achieving them?
One of the worst offenders has to be Wunderman.
After making some truly awful generalisations regarding technology and people born in the 1970’s … they’ve now gone and cemented the fact they are about as creative, imaginative and relevant as Elizabeth Taylor by launching their new corporate identity …
Apart from the fact the font looks like it comes straight from Air Austria circa 1974 – that splodge is just plain weird.
Personally, I think it looks like a butterfly trying to shag a kids building block … or maybe the silhouette of some freak deer [while vomiting] … but according to Trish Wheaton [Wunderman’s Global Chief Marketing Officer] it represents …
“Wunderman’s new and refreshed brand identity bringing focus to our core proposition for clients and potential clients and provides each and every employee with a common articulation of our values and our vision”.
Sure it does love … sure it does.
Now putting aside the fact that this demonstrates how design justification is even more ludicrous than that of adland … what I want to know is what this means Wunderman’s value and vision actually are?
Does the purple represent they want to be a delicious [and successful] as Cadbury’s?
Maybe it means they think Prince is the God of midget-sized music?
Or it signify that they are ambiguous in their claims because that way, they can say whatever the client wants to hear?
Too be honest, I still wasn’t the wiser – especially when I spotted that their logo [or the squiggle outside the box] actually varied …
Because I’m a nosy bastard, I decided to find out what they were on about, so I called up a Wunderman representative and asked … and do you know what they said?
“It represents how Wunderman think outside the box”.
Case closed, point proved and despair achieved.