More and more often man, thanks to technology, have an aptitude to automate production processes, even in the in the branding industry.
But, are we sure that this will bring benefits back?
-- by CBA Italy
Asimov long ago described a machine society in which robots had taken over the majority of human activity and recently, the launch of Tailor Brands, a website that promises to “function as your personal branding firm”, made the news. Our curiosity was instantly aroused and we wanted to find out more.
Tailor is described as a “platform that allows you to design everything you need with zero effort and minimal costs” and this is essentially how the system works: users insert very little information, make a few stylistic choices and can then download branding files, business cards and headed paper in under 5 minutes.
So we put ourselves in the shoes of Steve Jobs, Phil Knight and Larry Page and asked Tailor to give us a hand.
The idea is certainly appealing from an IT and entrepreneurial point of view and there is doubtless a large user base that would be interested in such an approach. However, from a design and branding perspective, we wondered whether a brand that can be duplicated on any old platform can really ever attain the perfect visual identity.
For us, design and the creation of a visual identity are not just the sum of parts such as experience, research or a talent for design or software. If this were the case, it would be a process that could easily be reproduced by sophisticated software. For us, design is the fruit of a process that, in addition to the aspects listed above, develops from strategy, lateral thought, passion and dialogue with the client. A brand must be able to create an emotional bond with its consumer and a brand without a soul will struggle to inspire our lives.