Desigual, butchered

Eric took this quick snapshot (below) in Vancouver airport, and shared a few of his thoughts about the nuances of design.

Desigual signage

No amount of refinement at the design stage can stop a blundering shopkeep from doing this to your logo.

The Desigual wordmark is nothing special — just plain ol’ Helvetica Black — but it’s set reasonably well. (See example below.)

Desigual logo

The part I find funny (and I acknowledge this is design-nerd humour) is the incongruity between designers’ obsessions and practical application. When we create marks like this, we tend to obsess over every space, detail, and potential implementation.

Nevertheless, those who actually apply the design we produce aren’t always as concerned with nuance. For example, the signage folks who set the type above probably weren’t even remotely aware of tracking or alignment — unless they were just drunk on the job.

Most won’t notice or care about such things. But still, the brand is left looking cheap — which is rarely a characteristic a company wishes to convey.

Read Eric’s blog, and catch him on Twitter.



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