As a pre-computer era graphic design student and now as a professional corporate and brand identities have been a matter of great interest to me.

Now with the advent of social media brand identities feel less important than before. I have seen Yahoo’s glyphic disaster get shredded to bits by professionals and others alike. So was AirBnB’s much-needed refresh of their brush script to a peculiarly distinct mark. Recently I have seen much furore over the the Japan Olympics 2020 as we remember the London 2012 which looked like a punk rocker. And now there is Google.

Tweeple and people are debating about the choice of font, colours, the slant ‘e’ apparently pilfered from Heineken and other things that the designers did not know about.

Earlier professionals did have strong opinions about designs and yet it was discussed in the confines of a trustworthy few in great detail. These went beyond plain aesthetics and focussed on contextual correctness, brand talk or the abstraction of identities as a framework. And often ended with ponder-ready questions (how does an Inuit know what he is?) that created more room for thought. Because nobody was looking for an answer. Social Media and easy access to technology have made graphic design a democratic hobby and brand logos a spectator sport. Now everybody talks about it everywhere. It is public linen.

Businesses love this as they consider it as content marketing or social buzz.

Identities are not as shallow as what you see in a .png on your timeline. They involve long and devout exercises of deliberation. Eventually, the outcome seems like a desktop publication decision. But there is way more to it.

Edit 04 September 2015: And now Designers Offer Alternatives To Withdrawn Tokyo 2020 Olympics Logos – Read more here.