This week I was meeting with a new client who is commissioning an update to their logo. These are the sorts of projects I approach with kid gloves and a library-manner (all gentle footsteps and under-breath whispering) because I know they can go very well… or they can be a surprise.
And in today’s business world a ‘surprise’ never, ever implies it’s good one.
In fact, the dictionary needs to be altered to include a phenomena I have termed ‘corporate surprise’ which means: ‘that’s not what I was expecting… and chances are, my boss won’t like it’. In short: disaster.
In the past I’ve likened a corporate identity proposal to a plastic surgeon’s work – you’re paying for it, but when you wake up, you’ve no idea what the end result will actually look like. “It’s not what I expected” is a favourite line when people see a logo… but how could it possibly be?
But I’m taking a stand and want to argue for the notion of the unexpected – and to say that we can even add the word ‘welcome’ in front of the surprise. I believe it’s possible for clients to be excited by a project which is on-brief, but left-field.