I think, as designers, we have moments where we truly feel good about our profession. We contribute to beauty within our culture. We help product and consumer find each other. We create excitement and fun. At times, we can even feel like we've positively contributed to the world in which we live.
Then we run into something awful and grotesque and disheartening. Something that makes us want to bury our heads in the sand or pull a
King Lear. For me, that moment came this past weekend while traveling in my car.
Some may say that there isn't much to be caught up about in this photo. Some might not give the back of this truck a second look. But, for me…on this day…this is what made me frustrated with the world of advertising and design.

The first thing that bothered me was the logo. There are probably worse typographic blunders out there, but this one has a number of things to make my blood boil.
First, the dropped 'J.' Drop caps can be beautiful and eye-catching in editorial design, as it gives your eye a place to start reading an article, and very often it can fit in with the layout of an editorial spread.
This is not an editorial spread. This logo has three words and an abbreviation. I know where to start reading. Your typeface is 400 points tall. I also don't find your "tuck the blue bar behind the letter J" trick all that amazing. It certainly isn't reason enough to offset the 'J' with that much weight.
Now let's attack the problem of letter-spacing. It seems that this company would prefer to be known as "Je a d." This is better known in some circles as
jihad…not a term with which you want your company confused.
This logo represents your company. I can only assume you don't care too much about your brand, because you used Microsoft Publisher to create your logo.
Lastly, let's just kill this idea of using a company's logo in the middle of a sentence. It's not a word, it's a mark. If you want to say that this truck is on it's way to another satisfied "jihad" customer, then say it. Don't interrupt the sentence with your huge-ass logo, and leave the poor word 'customer' on it's own, fighting to be seen.
Do you remember those
children books that use pictures instead of words, so that kids can feel like they are reading? That's what you're doing here. Your interrupting the sentence with an image. I am driving a car. I can read. Don't insult me.
And there's another thing. Why are you distracting my driving with all of this reading? Are you trying to get me in an accident, so that I need your auto parts?
Oh, the humanity!
So, what about you? Share a moment when all the design world seemed ot fall apart before you.
Labels: advertising, design, rant