Sir, - The debate about the "Tourism Ireland" logo continues with a number of new views which the design community finds astounding - particularly that of Mr Henry Boylan (September 24th). His suggestion perhaps highlights how we in the design community are guilty of not informing both the public and business communities of design as a strategic tool for differentiation in today's competitive marketplace - a lacking we in the Graphic Design Business Association intend to redress.
This tool has been successfully employed by internationally known Irish brands ranging from Baileys Irish Cream to U2. It seems incredible to think that successful brands such as these would entrust their visual identity, a cornerstone of their branding strategy, to a schoolchild. It is one thing to design a logo. It is quite another to create an identity that is coherent, effective and relevant across all aspects of an organisation's visual image. This is where the strategic thinking and analytical skills of professional designers are utilised to the full.
The Graphic Design Business Association is comprised of design practices that combine a wealth of creative talent with the complex business disciplines required to design and implement any identity. Would Mr Boylan suggest that Arramamra Teo looks to Leaving Certificate economics students to prepare (through competition of course) the annual accounts? Or indeed that undergraduates in law should represent it in court?
The Tourism Ireland logo never received the opportunity to be tested in the marketplace and has been severely criticised on the basis of aesthetics and cost. Furthermore, we have a Government Minister describing a community that has done more than most for the promotion of Irish enterprises as "a little bit lacking in common-sense". We find this not only grossly offensive but also damaging to an important facet of Irish business. - Yours, etc., Camillus O'Brien, Chairperson,
GDBA,
Dublin 6.