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The increasing power of brands has also seen the rise of the logo lynchmob, pitchforks and flaming torches aloft in pursuit of another artless arrangement of a few Helvetica characters. This now routine negativity reached a new pitch last week when Gap unveiled its new logo to a tsunami of online invective, much of it from designers. Healthy debates are overheating and professional dysfunction threatens to encourage design-by-mob.

The talking-up of graphic design into rocket science always invited public criticism, but once upon a time the industry avoided attacking itself in public. Somewhere late in the 20th century that began to change. When BP (pre-pinwheel identity) italicised it’s old shield-based logo, the Sun and other esteemed UK print media ran ‘NEW LOGO COST £40m’ and/or similarly misleading headlines (the agency will have been well-paid, but the vast majority of that sum will have been ongoing global implementation costs). A bruising PR fail in itself, but there in the news story text was one of the big branding figures of the time quoted as saying how terrible the logo was—helping to fuel a popular view of designers as overpaid charlatans.

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