Digital Storytelling - Blog #5 "Specificity leads to unity" / by Bryan West

In reading about the challenges and approach to rebranding Valentine’s Day, I thought about how difficult this process must have been. I would like to point out a few key takeaways from reading this article.

·      Rather than diving headfirst into developing a new identity for Valentine’s Day, the design team took time to reflect on what doesn’t work about the current Valentine’s Day. If design is “a visual solution to a problem” then it is imperative that you define exactly what the problem is before you begin your design process. The team asked themselves how V-Day went from being a celebration of love to a stressful annoyance and decided that the key issues were: The generic nature of the holiday, the divisive and confusing aspects of who the holiday is for, the stress, and the worn-out clichés associated with the holiday. These specific problems informed everything that the design team developed.

·      I appreciated that the team did not rely on simply using the heart as their V-Day symbol. They recognized that this symbol has many associations outside of V-Day, so they took the basic shape and used it as a starting point. Taking this approach they then imbued the symbol with multiple meanings, and created something that is completely unique.

·      When looking through all their notes about the campaign I really appreciated their attempt to be specific with their choices. They defined exactly who the holiday was for, and how it could be celebrated. They ditched symbols and colors that were associated with other holidays/brands/feelings etc. Taking the approach that everything should be precise and simple gave the Holiday a clear purpose and aesthetic 

A recent rebrand of DC comics took a similarly specific approach to redesigning their logo to be be more unique and specific. They combined the 'D' and 'C' into a single image that is totally unique and layered with multiple meanings.