Brand design no job for children
To the Editor,
Re: Outsourcing design fails community, Reporter’s Viewpoint, Feb. 5.
Reporter Niomi Pearson’s dismay regarding the outsourcing of the Nanaimo school district’s logo is misguided.
Although I don’t wish to belittle her childhood glory (winning a school colouring contest) the notion that the $24,000 logo should be left in the hands of children fails to recognise what’s involved in building a brand.
There’s limits to what community involvement can achieve, and to what children can produce. A colouring contest may have manifested the community-building elements Pearson cites as a benefit of her experience, but that’s just the beginning of a long process of wrangling artwork into branding that can work anywhere at any size.
There may have been the talent amongst 33 schools to create a pretty picture, but few or none of those children are schooled in developing press- and web-ready art.
Ion understands the nuances of design to accommodate all foreseeable applications. Certainly moreso than a child with a pack of crayons.
I do agree, however, that the board made an error in not hiring local designers who could also have done an excellent job and, likely, at a reduced price tag.
After all, Ion bills thousands just for hopping on the ferry with their entourage of designers, consultants and account specialists.
The board paid for a lot more than just design when it outsourcedto Ion, and could have saved thousands hiring a less pretentious local firm with less overhead and just as much raw talent.
Certainly enough talent for yet another tired attempt to create indigenously-styled woodcut art.
Chris Vaughan Griffiths
Nanaimo
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