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Comment by jsnell | Hacker News Reader

I don't know that I got anything out of this other than that it took a long time. I think there is an interesting article to be written on this. Like, what were the concrete requirements? Why were those the requirements? Maybe show how one letter evolved over time as the project went on, and explain why.

But instead the article is effectively the Gravitational Pull of Pepsi[0].

[0] https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...

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Hmm. I would have appreciated more depth and details, but it did cover requirements to look good and maintain identity across print, screen, merchandise, etc.

Which makes sense but that alone sent me spinning. Not easy.

That seems pretty standard to me. Consider the counterfactual: How many design briefs do you think contain one or more of the following:

1. Totally ok if it doesn’t look good.

2. Identity is not important. It’s fine if it looks totally generic

3. I don’t care about print/screen/merchandise so it can look terrible in that medium

In general, people want things that look distinctive and work for digital and physical media.

I guess? Design briefs do tend to be ambitious.

But how many brands are really, honestly, displayed at that variety of sizes, in that variety of media, across language barriers and purposes. Some, sure. Not many.

All of them? I mean literally any global brand.

some people will spend a lot of money on bullshit

and oddly if you instead told them "I was very diligent and spent a lot of time thinking about this" they won't give a flying fuck

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