When designers and marketers think outside the box, this is what you get: “I have a dream … that one day all Americans will join hands and declare their undying love for our balls.”
That’s how graphic artist Sam Ward began describing his vision for remaking the USA Today logo, the cornerstone of a rebranding campaign by America’s second-largest newspaper. And it only got worse from there. Sadly, USA Today chief marketing officer Maryam Banikarim liked Ward’s vision so much that she shared it in detail with the whole team, complete with repeated, anatomically suggestive references to “balls.”
The memo sounds like it was written by a teenage boy — one determined to ply his creative trade outside the box:
The memo earned plenty of well-deserved scorn from readers of media reporter Jim Romenesko. Here are samples of the feedback on his Facebook page:
Sam Ward and Maryam Banikarim, you are definitely “outsiders” — and that’s not a good thing.
Filed under: Business and Media and Outside The Box and People