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Guest Editorial by Felix Sockwell
Chances are you’ve participated in a talent contest. Hell, you may have even voted for Sanjaya Malakar. Kids, futures, democracy… it’s all serious business worth voting for. Behold the winning entry (designed free) among more than 275 designs submitted by district students and staff members.
The new blue logo, according to a report in the Dallas Morning News, was to help brand the school district as a “reinvigorated, progressive organization”. What came out, though, was “dull, busy and marred by student figures reminiscent of Pillsbury Doughboys,” according to some trustees at DISD’s board briefing.
District administrators had hoped the recommended logo — three student figures in red, white and blue beneath five stars in the frame of a big blue “D” — would bolster their efforts to improve the Dallas Independent School District’s image. But some trustees were upset they weren’t consulted about the design. One trustee thought it looked “real busy.” Another thought the figures of the students looked a “little goofy” and, eventually, came the Pillsbury Doughboy comparison. Laslty, another said the design did not represent Dallas’ “macho” image.
In the end, Superintendent Michael Hinojosa took the blame for the unpopular design. “It was me that moved this thing forward,” Dr. Hinojosa said. He added that the logo was shown to executive staff members and that they had approved it.
What stuck in my craw in this scenario wasn’t the fact that Mr. Hinojosa had gone to his students and staff members to seek entries or that someone had found a loophole (Partiot Act-style) and skirted the board. Rather, the logo being replaced is a classic, timeless mark created by the legendary identity firm RBMM. In the end, however all sanity may be restored as Hinojosa’s Sanjaya is laid to rest for the time being, with a new presentation with the board happening soon. If this is democracy someone stick a fork in me, because I’m done.
Felix Sockwell, a DISD product, received a 67 (D+) from Mrs. Shields, his high school art teacher in 1988.
Jump to Most Recent Comment
Lester’s comment is:
I've gotta agree with the board, and the figures look more than a little clichéd too. Also, nothing speaks volumes about Dallas' "macho" image than their old logo.
On Apr.04.2007 at 07:34 PM
deelaina’s comment is:
I'm a graphic designer for a Phoenix public school district who just went through a year-long process of redesigning an old logo. I have plenty of design examples from the Dallas district because I've always liked their logo, and their material is al pretty well branded and consistent.
It's very sad, though, when retard school board members and administrators think it would be a "good idea" to have a contest to redesign a logo. When will these people understand that you don't hire an electrician to do your plumbing, and you don't have students do your design work?
I went through a year of people telling me "oh, I like this logo better than that one. Can we incorporate this part of that logo into the other logo?" Finally it came down to two logos and the school board said, "Oh, ok you can just pick." Excuse me? You put me through a year of hell and won't even vote to choose a logo and make it "official"?
Design by committee NEVER works. And it's downright painful when idiots like school board members are involved.
On Apr.04.2007 at 08:37 PM
Eric’s comment is:
Don't fix what ain't broke.
On Apr.04.2007 at 09:12 PM
Mr. One-Hundred’s comment is:
...and, You Get What You Pay For. And, You Get What You Deserve.
On Apr.04.2007 at 09:59 PM
Chris Wilson’s comment is:
I grew up in the Dallas/Fort Worth area. It's a shame to see such a recognizable symbol get such a horrific replacement. (I won't even call it a redesign because it is far from original or relevant)
Just because you are bored with a logo you see everyday doesn't mean that you need a change.
On Apr.04.2007 at 11:16 PM
Ranjani’s comment is:
My district hasn't learned from their mistake. They let kids from 6-12th grade try to redesign their logo, and the winning one - well, it's not very appealing, and what they've done with it is terrible. Even if it were a good mark, it would have to be appropriately used, and it isn't.
As for this mark, I did like the old one better, simply because it seems more classy. The stars and the text really drag me away from the new logo. It really does feel cliched :(
On Apr.04.2007 at 11:47 PM
Splashman’s comment is:
HUGE step backwards. All they should have done was tweak the color scheme of the old one and re-do the type. That would have "freshened" it without dumping a very nice illustration.
Gawd, that new one is lame.
On Apr.05.2007 at 01:50 AM
deelaina’s comment is:
@Ranjani - That new CCISD logo is very cliche. It's a lot better than most school district logos though. And their site is very over-designed, but the content is fantastic. Lots of good, relevant info.
On Apr.05.2007 at 02:02 AM
Christian Palino’s comment is:
The original DISD logo is a clasic, well designed mark. Certainly there could be some revision made – namely putting those sheep back – but aside from some minor points, simply redesigning some of the brand collateral probably would have been enough to succeed in the area of reinvigoration they were looking for.
Aside from the obvious limitations of hiring students or faculty – non design professionals/brand professionals – to design a new logo, again we see design work being taken advantage of, educating our children in this case that this is good business practice, devaluing design in our communities and disregarding the entire economic principle of work = fair compensation. Wouldn't be surprised to learn that they were eliminating the arts departments due to budget restrictions…
On Apr.05.2007 at 04:30 AM
Kevin M. Scarbrough’s comment is:
Oh how interesting it'll be when those wee arms close up as the logo is reduced.
On Apr.05.2007 at 07:25 AM
L.Vazquez’s comment is:
Being from Philly... all I have to say is... "Dallas' Macho Image?"
All kidding aside, does a logo for a school system have to communicate 'macho?' Or am I mistaking, and Dallas ISD is an all male school system turning out some rough and tough brawlers?
I've never seen the original logo until today, and I must say, it communicates optimism, and imagination. Call me crazy, but I think those are good qualities for a school system to communicate.
On Apr.05.2007 at 08:29 AM
Daniel Green’s comment is:
I don't know what depresses me more: the contest, the final results, or the loss of a classic mark.
RBMM was one of the firms that really made Dallas a regional design center.
This is just sad. The Texas lone star just faded a bit.
On Apr.05.2007 at 08:45 AM
Corey Buckner’s comment is:
Oh Boy! What the heck were they thinking? Another case of eggheads getting together and pushing forward platitudes and ideas without just stopping and looking at the dang artwork. This thing is hideous and reeks of personal agenda.
On Apr.05.2007 at 09:40 AM
Bo Parker’s comment is:
This is a prime example of not understanding the full value of design and the double edged sword that communication is.
The DISD sought to redesign the logo to improve their image but never improved any of the internal problems that have been plaguing the district for the memorable past. Their botched mark only highlighted the problems they have been having; it did not cover the issues as they had hoped.
The backlash against this was tremendous. The board hated it. The schools hated it, the press hated it and the public hated it. It served to put a microscope on all the problems the school district is having and this actually received a tremendous amount of coverage.
The process was an issue. Our local AIGA chapter began letter writing to the board and local press outlets to talk about design, it's value and how falling back to a speculative process can lead to problems (i.e. the end result that occurred)...not to mention that our members are also taxpayers and if the district wants money from design professionals, they need to support the profession, not undercut it.
Secondarily, the mark failed to instill the sense of confidence the district had hoped. In reality, the district was, once again, perceived as being cheap, cutting corners, and trying to half-ass a solution to cover bigger problems. The press latched onto this and basically rehashed every major issue the district has had.
Does design have power? Yes for good and for bad. What if this had been a great new mark and RBMM had had the chance to update their past logo? What if the school system went through the design process and actually learned some practical business and operational lessons? Would this have helped change the image. Yes, because the whole process would have been at work and the mark would have been the culmination of the change that was actually occurring.
Design communicates good and bad. Great lesson for businesses, school districts, etc. Great Case study. Design is powerful. Yield it properly.
On Apr.05.2007 at 09:48 AM
Eric’s comment is:
I just had another thought...
The next time Mr. Hinojosa is feeling under the weather he should simply have the students of DISD recommend a course of treatment. Maybe that would put things in perspective for him.
On Apr.05.2007 at 12:02 PM
thomas vasquez’s comment is:
Big D's macho image? They totally blew it! Here's what they shoulda done: just show a six-shooter, a bible and a bottle of beer... Now we're talkin' logo! Just add the distinctive color palette of a certain international overnight delivery service, and you've got yourself a real fast, real macho logo that just oozes higher education. Yeeee-haaaaa!!!
On Apr.05.2007 at 12:33 PM
ege’s comment is:
Thanks Felix. I always like it when you jab at stupidity.
Dallas has no shortage of great design firms that would have jumped at the chance to be apart of this project. The school district could have used the insight of these firms to help solve other more critical issues. The logo is not one of them. This logo is timeless. It could have stood up in 1950 and it will stand up in 2050. I hope other organizations saw this mistake and learn from it. Find the best people for a job and trust them.
On Apr.05.2007 at 01:25 PM
tde’s comment is:
Is it any wonder that public schools are so crappy when anyone would think 1) that a public school district needs a "logo" in the first place and 2) that any time or money should be spent on the redesign of same.
A poster above states "I'm a graphic designer for a Phoenix public school district who just went through a year-long process of redesigning an old logo". No offense to the gentle poster but 1) why in God's name does a school district need a graphic designer? Apparently there isn't much need for one on a day to day basis since at least this one can spend a year redesigning a logo.
I know that graphic designers are ink stained wretches and all, but would his or her salary been better spent on another teacher or more chalk or something?
This is madness.
On Apr.05.2007 at 01:34 PM
C-lo’s comment is:
Maybe they had to change it because they were using the same face (or something close enough) as the old "NoChild LeftBehind"? Oh wait, that logo became a turd sandwitch also. So of course they have to follow suit. Personally, karma's a bitch and that's what they deserve for slashing funding for the arts in public schools.
On Apr.05.2007 at 02:35 PM
m/n/k’s comment is:
I kinda feel sorry for the budding designer kid that produced this fuggly thing. Can you imagine having this kind of reaction to the first commercial project you did?
On Apr.05.2007 at 03:33 PM
Chris’s comment is:
I live in DFW and the DISD is the probably the worst district in the state of Texas. The nightly news always has a story about something stupid the district has done. This new logo should be there lead story. Sweet Lord in heaven that's ugly.
On Apr.06.2007 at 03:13 PM
John Hartwell’s comment is:
Am I right in thinking the original DISD logo was designed by Texas ex-pat Woody Pirtle?
On Apr.06.2007 at 05:32 PM
felix’s comment is:
I believe the designer was Dick Mitchell of RBMM. Woody left Stan's RBMM to form Pirtle Design in the late 70's I believe. Of course he is now at Pentagram NY but scarcely reports in for duty from what I understand.
On Apr.06.2007 at 08:21 PM
Clark’s comment is:
Why do school district need logos? They should be investing the time, effort, and money required for these programs into providing the resources necessary to educate children.
On Apr.09.2007 at 12:18 AM
L.Vazquez’s comment is:
I think there's value in a school district having a well designed identity. In my small city there are MANY school districts, and all but one have a decent identity.
School districts not only deal with the community, but also business as well as other school districts.
On Apr.10.2007 at 08:13 AM
Daniel Green’s comment is:
Why do school districts need logos?
The need to provide a strong identity and presence in the public mind is no longer limited to commercial enterprises, but increasingly has relevance to service industries, public sector organizations, and communities.
As far as your concerns about money being spent inappropriately, even a basic identity system can create immense efficiencies for the creation of print, electronic, and environmental graphics. With just print materials alone, a good system can standardize paper and ink usage, as well as create efficiencies through standardized templates.
Of course, contests for logos are a waste of time. And even the best graphic identity system can’t be a substitute for poor management. But the creation of an identity system by a knowledgeable designer is a sound investment for any organization -- private or public.
On Apr.10.2007 at 08:42 AM
Jeremy Wheat’s comment is:
Nothing like a logo that looks like it was created by 30 people on a conference call.
On Apr.12.2007 at 03:36 PM
Casey McGarr’s comment is:
RBMM logo or School board logo, now that's an identity change. RBMM had a very conceptual logo. What's been done looks like a theatre park stars jumping good old time bad execution and no concept.
Logo contests are so very bad for a business.
On Apr.12.2007 at 05:50 PM
disgruntled designer’s comment is:
Why do school district need logos? They should be investing the time, effort, and money required for these programs into providing the resources necessary to educate children.
here here, i totally agree. i think you can try to rationalize about identity all you want but sometimes there are just other things that are more important. god knows that the schools will just produce materials with ridiculous mascots on them anyway and nothing will look consistent. there are times when this whole branding thing just gets completely out of control and personally their logo doesn't affect me at all since i never see it. verizon on the other hand makes me angry every single day and there's nothing i can do to convince them how awful their logo is.
and really, if schools want to worry about their image then they need to start hiring qualified teachers who are not screwing the students in the back of the classroom. can i say that? i guess i just did.
On Apr.12.2007 at 10:13 PM
Rob O.’s comment is:
Is it just me or do the little kid silhouettes in the new logo have a bit too much semblence to a primate? They have elongated "torsos" and stubby little "legs" that'll all but disappear when the logo is reduced much at all. Sad.
On Apr.13.2007 at 08:02 AM
David E.’s comment is:
Terrible, but at least the figures aren't holding hands.
I worked for 4 years at a design studio where the majority of our clients were medical. During that time I "designed" no less that 3 logos for children's healthcare that featured three figures holding hands, made to look like they were cut out of construction paper. It's probably the one graphic cliche I hate the most, for obvious reasons. If you want a lightbulb over someone's head, fine – just no cut-out kiddies.
On Apr.18.2007 at 05:09 PM
Mark ’s comment is:
I can't help but think of YMCA for some reason, actually it looks like a logo more fitting for a center for disabled children.....ouch!
So much for improving the image.(not)
suggestion have the D with a star in it and be done with it!
Seriously who did they consult to design their logo? 5 year olds???
What was the problem with old one? explain, please!
On May.01.2007 at 08:15 PM
dukar ’s comment is:
On Jun.11.2007 at 02:34 PM
poran ’s comment is:
On Jun.11.2007 at 08:25 PM
poran ’s comment is:
On Jun.11.2007 at 08:25 PM
Lasami ’s comment is:
On Jun.12.2007 at 02:22 AM
dior ’s comment is:
On Jun.12.2007 at 08:31 AM
dior ’s comment is:
On Jun.12.2007 at 08:32 AM
poran ’s comment is:
On Jun.12.2007 at 02:36 PM
Mark’s comment is:
Few months later and I still hate the logo, "ISD" makes me think of some learning disability oddly enough.
On Jun.16.2007 at 07:52 PM
Ty’s comment is:
As a DISD graduate, I am sad to see the old identity go regardless of how ground-breaking or unfortunate the new logo may be. The old logo is a perfect example of a timeless icon, and it lasted throughout my entire tenure in DISD schools. I think perhaps a redesign updating the old mark would have been much better suited for the district, e.g. Chevron or AT&T (that's not an advocation of the new AT&T logo which I find unfortunate looking). It is my hope that this logo will die within in a few years and that I will have a chance to offer my services to the district, pro bono of course.
On Jun.19.2007 at 06:19 PM
Hans Müssig’s comment is:
Actually I'm a Brand Coordinator (Titled: Graphic Designer and Branding Consultant) and my speciality is to create build and mantain brands.
I haven't any emotional relation with the purple logo, but I can see that if youre trying to redesign, perform o redirect the concept, you need more than just a 100 of design proposals.
Please review the project and think about how to link this new image into consumers mind: Comunity, Children, Parents, Teachers, etc., and study the case.
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