Although I’m in no way qualified to do so, I often find myself critiquing companies’ design choices. I don’t mean the easy targets, such as the self-employed builders whose adverts are always in the Comic Sans font and produced with a word processor, but those of larger firms who don’t seem to grasp the importance of a good clean logo and/or suitable typeface. To their shoddy promotional material I offer a slight shake of the head and perhaps a soft, barely perceptible tut. It’s a nonchalant approach to criticism but so far it has served me well.
The worst offenders, though, are those firms whose sole purpose is to create a good impression for others and yet incredibly seem incapable of applying this to themselves. I’m frequently amazed at how many signage firms resemble my example above, which is by no means a wild exaggeration. It’s the equivalent of a printing firm sending out flyers that were produced on a desktop inkjet. I suppose they are run by people with the capital to invest in the right equipment without realising that is only half of the job. For these companies I reserve my most damning judgement – a full eyeball roll.
Finally, just in case it was bugging you, here’s the solution to yesterday’s teaser.