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48 Comments

  1. Like you siad at the end, when it becomes mainstream and it flips, it begins anew. Well so many things went "corporate flat clean™ professional" that we should be going back in the other direction. Instead they just keep getting more and more uninspired and same-looking. Many logos clearly didn't even need the treatment to be viewable on mobile devices too. Volkswagen's for instance was perfectly readable even as a favicon.

    So to me all of it just looks like laziness and cost cutting. Like "why pay for more ink when you can make it one color?" and/or "why pay for actual graphic design in a revision when you can just pick a font?".

    Reply

  2. This was really well written and explained! As an 02 baby, I am more than ready for that pendulum swing, and I miss the "good ole' days" of zany kid pix looking logos lol!

    Reply

  9. even though it's sad it makes sense, thank you it was an amazing speech!
    i wish they could keep classic logos while using the simple ones for the minor branches

    Reply

  10. And now we are going through the

    biggest shift in any of our lifetimes.

    For a century, companies have paid

    people by the hour, by the week, or

    by the year. That's changing on a

    global level. The world is moving

    toward to a performance economy.

    And it's already happening.

    Reply

  11. Step one: Go to school to learn how to be an employee.

    Step two: Find a company that will employ you.

    Step three: Work for that company for 40 years.

    Step four: Retire.

    In recent decades, the promise of being rewarded by the company for your loyalty and hard

    work has been exposed as a myth. People began to realize the loyalty they were giving to their

    company was not being given in return.

    So a different process evolved.

    Step one: Go to school to learn to be an employee.

    Step two: Find a company that will employ you.

    Step three: Switch companies for various political and economic reasons every three to five

    years over the course of your career.

    Step four: Find that you can't retire comfortably after 40 years, so you keep working.

    And now we are going through the biggest shift in any of our lifetimes. For a century, companies

    have paid people by the hour, by the week, or by the year. That's changing on a global level.

    The world is moving toward to a performance economy. And it's already happening.

    Here's what that means: In the future, you're only going to be paid for performance. You won't

    be paid for your time anymore. Servers in the food industry already live in this model. They get a

    very low hourly wage required by law and they make their living through tips, based on their

    performance. If you can imagine the same model being applied to virtually every job in the

    world, you will see what is coming. The person cleaning the rooms in a hotel won't be paid by

    the hour anymore. They'll be paid per room.

    For office workers, here's an example. A person has a $60,000 annual salary.

    Step one: The company will lower that salary to something like $50,000 because with today's

    marketplace there are other people to take the job for a lower amount.

    Step two: They will reduce their "base" salary to something like $20,000 a year.

    Step three: They will tell that person that they can get an additional $30,000 over the year if

    they hit certain performance benchmarks on a monthly basis.

    In other words, if they hit their numbers, they can make an additional $2,500 a month. Now the

    pressure is on, and the company is loving it. If you don't hit your numbers they can save even

    more money. If you DO hit your numbers, guess what's in your future? They are going to raise

    your requirements.

    Unless you are extremely specialized, this will happen to you if it hasn't already. Count on it. And it will happen in every single profession worldwide. The evolution has begun. Why is this

    happening? One, it's a better model for the company. They'll get better results with less

    expense. Two, the New Economy needs fewer people, so the company has more people

    competing for fewer and fewer jobs.

    Let me explain why the New Economy needs fewer people. The exponential rise of technology

    has changed everything. Over 100 years ago, 90% of the population worked in agriculture.

    Today, because of dramatic efficiencies, it's less than 1%, and the farming jobs are gone.

    Remember customer service call centers where you talked to people? Today, you talk to a

    machine and those jobs are gone. Remember when companies had a massive amount of

    salespeople? Now people order online and those sales jobs are gone. Remember Blockbuster

    video and all of its employees? Now people watch movies on their handheld or tablet devices,

    and those jobs are gone. I love books, but go to your local bookstore while you can. They will be

    history soon, and so will the jobs provided by those stores.

    I could go on and on through virtually every work category in the world. Technology and

    efficiency are eliminating jobs every single day, and there is nothing we can do to stop it. In fact,

    it's only going to accelerate. If you are sitting there waiting for the economy to bounce back and

    for jobs to return, don't. They aren't coming back.

    Just like the children of farmers saw the handwriting on the wall and left farming for new

    vocations, the same thing is happening for people working in Old Economy jobs. To survive,

    they'll need to open their eyes to this reality and find something new.

    Network Marketing is BETTER

    The best way I know to not only survive, but to thrive in

    the New Economy, is Network Marketing. There are

    important products and services in the world today that

    need to be promoted to the people who need them.

    Consumers still need to be educated.

    Companies have choices. They can dive into the everfragmented world of advertising to get the word out,

    they can hire a large and expensive sales force to sell

    their products or services, or they can utilize Network

    Marketing to tell their story to the world.

    More and more companies will choose to use Network Marketing because it fits the New

    Economy. They can provide all the corporate support and pay distributors on a purely

    performance basis to promote their products. It's extremely efficient because in the New

    Economy, word-of-mouth advertising continues to work better than any other form of promotion.

    The company can just take the money they would have spent on advertising and promotion and

    pay it to their distributors to spread the word.

    What that means for you as an entrepreneur is that you can receive all the benefits of traditional

    business ownership without the typical risks. And there will be no cap on your income, because

    Network Marketing companies WANT you to make as much as possible. If you're going to be

    paid for performance anyway, why live with the cap?

    Reply

  12. Traditional Business Ownership

    Some people opt for the big dream—building their own business where they are the boss and

    they call the shots. It's an exciting idea, isn't it? Here's the reality for most people:

    Step one: They use their life savings, take on new debt, and many times borrow money from

    friends and family to get started.

    Step two: They take on more debt in the form of leases and personal guarantees in just about

    every direction.

    Step three: Now instead of focusing on what they are good at (let's say they were great at sales

    and decided to start their own business), they have to be all things to all people. They act as

    attorney for legal matters, accountant for financial matters, babysitter for employee matters,

    negotiator for purchasing matters, and collection agency for accounts receivable matters. They

    even get to take out the garbage. They are doing EVERYTHING but selling, which is what they

    were good at in the first place.

    Step four: They struggle. Instead of owning the business, the business owns them. They are

    the first person to work and the last person to leave. And after everyone else gets paid, they

    might be able to take home enough money to pay their own bills, let alone reduce the debt they

    incurred to start the business in the first place.

    Step five: They succeed or they fail. They either hit a point down the road where the business is

    successful, or they fail, many times filing for bankruptcy and falling back into a corporate or

    sales job. And even if they are successful, that usually means a lifetime of long hours and

    stress.

    Sounds romantic doesn't it? If you haven't started your own business before, ask friends who

    have if this description isn't accurate. Most people who start their own traditional business aren't

    worried about getting a return on their investment. They just want a return OF their investment.

    It's pretty clear that traditional business ownership can't provide the Perfect Career as we've

    described it.

    The Investor

    The last category of ways to earn a living in the world today is to be an investor. And what do

    you need to become an investor? Money, right? If you don't have a lot of money, it's going to be

    very difficult to earn a living from the return on your investments, especially if you try to be

    conservative to reduce the risk of loss.

    But let's say you do. What's the next thing you need in order to be a successful investor? You

    need to have incredible knowledge and skill. I know more people than I could count who were

    skillful real estate investors over the years. But when things radically changed in the real estate

    market, their skill couldn't help them. They lost big.

    Would you like to invest in someone’s traditional small business? Good luck. In most cases, you

    won't be an investor; you are more likely to be a philanthropist. How about the stock market? People do great there, don’t they? A few do, at least from time to

    time. But I know more people who’ve lost than have won, especially in the past decade. It’s very

    difficult to have guaranteed returns when you’re not in control. And trust me, as an investor you

    are NOT in control. Anything can happen. And it can happen overnight.

    Let me tell you a story to illustrate that point. In late 2001, I was living large. I had sold a

    company I co-founded and was working as a very highly paid consultant. For my part of the sale

    I received approximately 170,000 shares of stock in the new company. It was publicly traded on

    the New York Stock Exchange and selling for about $44 a share, which meant the value of my

    stock was around $7.5 million. I had big income and a great portfolio. Life was GOOD.

    I used part of the stock to secure a home construction loan of about $2 million for a dream

    house I was building. As for the rest, I didn't diversify because I knew the company was in great

    shape with a good product and an amazing sales force.

    Then something out of my control happened. Overnight the stock went to $37 a share because

    a group of investors had targeted the company and shorted the stock. In other words, the lower

    the stock price went, the more money they would make.

    I thought it was ridiculous because the company was doing great, so I bought some more

    shares at $37, using my existing shares as collateral, knowing the price would go back up. It

    went to $33. I bought more shares. It went to $27. I started getting margin calls, which meant if I

    didn't send them money, they were going to start selling my shares to cover the losses. I didn't

    have it to send.

    The stock continued to go down. It went all the way to $10 a share and my $7.5 million was

    gone. Poof! All in less than 90 days. Now, the stock eventually came back and the company

    was taken private for $65 a share. But I wasn't there to capitalize on it. I was wiped out.

    Could I have been smarter? Sure. Did I make mistakes? Absolutely. But here's the lesson: If

    you're going to be an investor, you have to accept that things will be taken out of your control

    from time to time. And when that happens, it can be very expensive.

    So, back to our Perfect Career List. Can being an investor deliver on that list? I don't think so.

    We've talked about blue-collar work, white-collar work, sales, traditional business ownership,

    and investing. And none of them can deliver on our Perfect Career List. So is the perfect career

    even possible? The answer is yes, but to get there you need to understand that everything is

    hanging. The old models of compensation are dead or dying, and we are going through the

    biggest economic shift in any of our lifetimes.

    The NEW Economy

    The world as you know it has changed. For the people who don't recognize that fact, it will be

    the worst of times. For the people who do, it will be the best of times.

    Over the last 100 years, an interesting phenomenon occurred. The rise of the corporation

    became the standard in society. The safe and respected place for people to exist in the

    workplace was as an employee.

    Reply

  13. Kind of like automobiles. In the 50s,round-shaped vehicles were the future. Then in the 70s and 80s,the future was boxy designs.

    Then in the 90s and 2000s,the future was round-shaped designs again. And now in the 2010s and 2020s,it's back to boxy designs.

    Reply

  16. There is a legal reasons behind it. As per indian law a brand can have patent of logos upto 10 years and upto 10 years more by some extra money. After that that company has no longer right of the logo, anyone can use it. So they have to change logo little bit and get patent again.

    Reply

  22. My town and my university is debranding. Fun fact is they spend a lot of money for complete rebranding and after 3-4 years they debranded. Relatively huge amount of money wasted
    .

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  27. I'm amazed by the depth of this content. A book with similar substance marked a turning point for me. "A Life Unplugged: Reclaiming Reality in a Digital Age" by Theodore Blaze

    Reply

  34. I used to work for a design company that was constantly approaching big companies and trying to convince them that they needed a rebrand. Often I'd be praying that those companies would NOT change! Needless to say, I don't work there anymore. For example, once my boss said that he thought the Lord and Taylor logo was "terrible" and he simply could not understand my defense of it. It's still one of my favorites.

    Reply

  42. Consumers are now overly saturated with visual information that their attention span to view a product or a brand logo spans down to only from 3 – 2 seconds. Debranding helps make the brand more immediate without the distraction of details. And if you've noticed that most successful brands often are created within the parameters of recognizable iconic images: A bitten off apple, a check mark, the letter M, and among others.

    Reply

  43. One reason not mentioned is recognizability. When a company is new, they tend to have a loud logo in an attempt to be noticed.

    After some companies become so embedded into our lives (say Google), the drastically minimalize to reflect that. You look at a colorful 'G' of a very specific font, and you know exactly what it is.

    Reply