Long before the era of internet hot takes, the late writer Tom Wolfe laid down a barb for the ages that will make you question every amorphous swirl and clean streamline treatment you’ve ever seen.
The passage was rediscovered by Pentagram Partner Michael Bierut, who dug through old AIGA materials to find it.
One more thing on Tom Wolfe, specifically as a graphic design critic. Did you know he was a judge for the 1972 @AIGAdesign communication graphics competition? He provided commentary for the catalogue, including this gem: pic.twitter.com/4GkIqmbaue
— Michael Bierut (@michaelbierut) May 15, 2018
The burn in full:
The abstract total-design logo is the most marvelous fraud that the American graphic arts have ever perpetrated upon American business. Contrary to the conventional wisdom, these abstract logos, which a company (Chase Manhattan, Pan Am, Winston Sprocket, Kor Ban Chemical) is supposed to put on everything from memo pads to the side of its fifty-story building, make absolutely no impact–conscious or unconscious–upon its customers or the general public, except insofar as they create a feeling of vagueness and confusion….Yet millions continue to be poured into the design of them. Why? Because the conversion to a total-design abstract logo format somehow makes it possible for the head of the corporation to tell himself: “I’m modern, up-to-date, a man of the future. I’ve streamlined this old baby.” Why else would they have their companies pour $30,000, $50,000, $100,000 into the concoction of symbols that any student at Pratt could, and would gladly, give him for $125 plus a couple of lunches at the Trattoria, or even the Zum-Zum? The answer: if the fee doesn’t run into five figures, he doesn’t feel streamlined. Logos are strictly a vanity industry, and all who enter the industry should be merciless cynics if they wish to guarantee satisfaction.
I can’t top Tom Wolfe–but I’d add just two more observations to his own:
1. Paying a Pratt student $35 to make a logo is. . .pretty much what Nike did to create the swoosh in 1971, the year before this criticism was printed. Wolfe surely would not have heard of the tiny Oregon shoe company yet, meaning his criticism was, at least partially, prophetic.
2. You could replace “logo” with almost any overrated trend and “business” with “the American people,” and this whole excerpt still sings. Try “fancy hamburger” or “wide leg pant.” Wolfe makes an almost algebraic argument in this passage that any product that one must rub their chin whilst critiquing is almost surely a fraud.