Simon Cowell

I recently joined the Advisory Board for the organization and the promotion of Philadelphia Fashion Week (October 2009, more info to come). When my friend Kristie offered me to help with marketing directions, I jumped on the opportunity.

My first assignment was to attend the presentation of branding proposals from “Fashion Marketing” students from the Art Institute. Students from two classes were invited to participate and submit design proposals for a logo. Kristie, Michael, Charlie & I were there as the client. We looked like the jury from American Idol, and of course, I took Simon Cowell’s role: the bad guy. Even the professor called me the “acid test”.

Not that I particularly enjoy giving constructive critics, but it seemed important to me that those students got out of this experience a feeling of what business life is like. They were asked to design logos. 90% of what was presented were great concepts, but not “logos”. Isn’t it important that they understand what a brand identity is? What constitute a good one? And most of all, isn’t it important that they understand that they need to answer the client’s request first? I’m all for giving more (one student did a full branding with letterhead, tickets, envelop… and received positive feedback from “the acid test”) but before going all over, the key, I believe, is to understand the client’s expectations first.

In the end, between one of the few proposed logos and one of the many proposed concepts (and with a little re-work from Mel, the web-designer, and myself) we’re heading somewhere with Philadelphia Fashion Week brand identity. Final result to be disclosed very soon, stay tuned!