Asimov long ago described a machine society in which robots had taken over the majority of human activity and recently, the launch
of Tailor Brands, a website that promises to “function as your personal
branding firm”, made the news. Our curiosity was instantly aroused and we wanted
to find out more.
Tailor is described as a “platform that allows you to design everything you need with zero effort and minimal
costs” and this is essentially how the system works: users insert very little
information, make a few stylistic choices and can then download branding files,
business cards and headed paper in under 5 minutes.
So we put ourselves in the shoes of Steve Jobs, Phil Knight and Larry Page and asked Tailor to give us a hand.
The idea is certainly appealing from an IT and entrepreneurial point of view and there is doubtless a large user base that would be interested in such
an approach. However, from a design and branding perspective, we wondered
whether a brand that can be duplicated on any old platform can really ever
attain the perfect visual identity.
For us, design and the creation of a visual identity are not just the
sum of parts such as experience, research or a talent for design or software.
If this were the case, it would be a process that could easily be reproduced by
sophisticated software. For us, design is the fruit of a process that, in
addition to the aspects listed above, develops from strategy, lateral thought,
passion and dialogue with the client. A brand must be able to create an
emotional bond with its consumer and a brand without a soul will struggle to
inspire our lives.