Merged German department stores introduce shared logo

I just caught this on German tv. A bystander responded to the moderators question: “Now that you are pointing at it, I too can tell the difference”.

In its subtlety, it must remind you brand advocates of Naoto Fukasama’s definition of ‘super normal’ by which design should not be noticeable as design but come naturally. By which it invites the next question:

Does the (no longer noticeable as design1)Think of you watching an actor in a movie: She’s good at it even though you know she’s an actor you don’t notice her acting.) design dissolve into behavior, or does it, as in many cases of the current wave of new logo introductions, try to bring attention to a change without actual change in the behavior of said brand to more responsiveness or other hoped-for adjustments by the brand.

Former fierce
unite with shared
brand mark

Photo: Marius Becker/dpa

References   [ + ]

1. Think of you watching an actor in a movie: She’s good at it even though you know she’s an actor you don’t notice her acting.

“Sunset Canyon”. Your Sunday song.

“Sunset Canyon” | Foxwarren

Nice website too:

Doyle Dane Bernbach emphasize core values with their redesign

Everybody wants to go back

Bill Bernbach was one to believe that the creative execution (the way the message is conveyed) is just as important as the message content (what is being said). He was also one to contribute long hours and weekend work to mismanagement.

Doyle Dane Bernbach was founded in 1949 and is part of the Omnicom Group (NYSE) consisting of more than 200 offices in over 90 countries with its flagship office in Manhattan.

More product narrative. No more storytelling.



This isn’t about storytelling in advertising. I fucking hate the lazy, self-regarding industry rhetoric about storytelling. I fucking hate all that waffle about storytellers and their caves and campfires, the invocation of unnamed ‘ancient storytellers’, and being told that to arouse emotions and change behaviours advertising ‘must’ tell stories. A gorilla limbers up and starts playing drums. Coloured balls roll down a hill. A man tells us we could smell like him. Gerbils are shot out of a cannon. A fat kid runs down an empty road. A puppy steals a toilet roll. A bronzed man walks down a beach in Speedos. Martians laugh at humans. A man hurtles through the air in a wing suit. Things get distorted when seen through a bottle. A meerkat talks to camera. Young people gather on a hill and sing. Sofas, kitchens, and carpets are offered at low, low prices. An offer must end. If you think that any of this is a story, you need to think, as Andy Nairn has suggested, very long and very hard about the basic ingredients of a good yarn, before telling the world that we spin them for a living. No, this isn’t about fucking storytelling in advertising. It’s about something much more important.

Martin Weigel