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In software development—and large software projects in particular—there’s a pretty big problem. They fail too often. Far too many come in late, over-budget, and lacking any sort of maintainability.
2010 Michigan Agile and Beyond was held last Saturday, and it was all about one of the most popular ways companies are dealing with this issue: Agile Development. I was glad to be able to attend, and very impressed with the presenters and their ability to explain what Agile is really all about.
There’s a lot to be said about Agile— whole books are written on the subject—but I’ll attempt to quickly explain what it does and where it’s an appropriate philosophy. These are the ideas that stuck with me and the ones that mainly revolve around development, though there’s much more to the entire Agile method, especially regarding communication. The main points of the “Agile Manifesto” can be found here: http://agilemanifesto.org/
A commonly cited source of problems is simply the changing world and that requirements change with it. At the beginning of a project, developers ask for a full specification of what the customer wants. The customer may even provide a spec that’s pretty complete. But as anyone who has worked long as a developer will know, it is inevitable that these requirements and specifications will change and be misinterpreted. These issues frequently aren’t discovered until the very end of the project when things are supposed to be finished. Customers aren’t really the ones to blame for this. The world simply changes, and large software projects are too complicated and have too many exceptions and rules for any one person (regardless of talent) to be able to visualize them completely, even in a specification document. It’s simply too big.
This problem often reveals itself in the code. If the developers are using a “waterfall” method, where the customer often doesn’t see the product at all until the end, the developers will often have to “hack in” a bunch of changes at the end to fit what the customers want and still stay under deadline. This leads to a messy codebase.
On the other hand, “rapid prototyping”—giving customers a new version of the software to look at very often during the project—often isn’t sufficient to solve these issues either. Those prototypes are usually developed with the mindset of “I’m going to refactor this later and make it more maintainable.” Unfortunately, the refactoring and simplifying rarely actually happens. When it does, it often introduces new bugs as dependencies are forgotten, another symptom of the system being too large for one person to visualize.
Although rapid prototyping isn’t ideal, it can often work better since it at least acknowledges that requirements will change. It gives customers the ability to easily figure out what they want since they will see a working version of the software in front of them. However, as stated previously, on its own it doesn’t always lead to a quality product. To solve this issue, Agile introduces Test-Driven Development to the rapid prototyping process.
Test-Driven Development (TDD for short) is about automating the testing process. In normal development, testing is often confined to just a week or two weeks at the end of a project and is done entirely manually. Not only is this often cut or reduced as projects get closer to the deadline, but it’s a great deal of wasted man hours and must be repeated when changes are made to the system.
The idea behind TDD is that developers write tests for their code BEFORE writing the code itself. Initially, it may seem absurd that one would code something that would fail a test they had written just a few minutes previously. But the benefit of the test is not to ensure the code does what it’s supposed to right then and there; it’s mainly to ensure that the code does what it’s supposed to regardless of what else changes in the future. Large software projects are very interconnected, and changing one small part often has implications for many other parts. The tests ensure that when you change something, you aren’t accidentally breaking the other pieces of your system.
A philosophy of Agile development is that software projects should respond to change, and TDD is a requirement for this to happen. In non-TDD development, a customer will ask for a change to the software or add a new requirement, and the developer (if he’s careful) will have to check through everything that could potentially be affected to ensure that new bugs aren’t introduced. With TDD, he would simply make the change, run the automated tests, and get an immediate report of whether his change broke anything else. He would also be much more confident in immediately showing his change to the customer because he would know that he had not introduced any new bugs.
TDD also allows for greater ability to continuously refactor and simplify the code, which Agile encourages. Refactoring introduces the same issues as making small changes to the code: you don’t know what else in the system might be broken because of changes you make. TDD solves this in precisely the same fashion, because it can automatically test your code once you’ve made changes.
The advantages outlined here come down to this: much less manual testing, the ability to have very maintainable code, and the ability for customers to give constant feedback on the latest version of the software.
It doesn’t come free, of course. Agile is really an investment in coding infrastructure. There’s a good deal of initial work required to ensure the ability to release software to your customers on a regular basis. There’s also an ongoing cost of writing tests for every new piece of code. But this investment really pays off for many large projects that need to respond to change, because you end up finishing more quickly or further under budget due to the reduction in bugs, testing time, and misunderstandings. That’s not to say every project may finish more quickly though. For instance, very small projects may not get their investment back, because the projects might have simple requirements that don’t change.
Finishing more quickly is great, but even if that doesn’t happen on some projects, there are other advantages to this method. Let’s say, for example, that there are two identical projects—one attempted with a waterfall methodology, one attempted with an Agile methodology, and both doomed to go exactly the same amount over budget and past deadline. The advantage for the Agile project is that all parties would have known this outcome was coming much earlier in the process, and so would have been able to plan for it by reallocating resources or canceling the project.
Agile’s goal is to mitigate the risk that’s taken on by every party involved in software projects, and for many projects it’s very effective at accomplishing this. The statistics on software projects in general aren’t pretty, and there’s a lot to be said on the low bar some projects set for “success.” Hopefully, with further adoption of techniques like Agile, software projects can come to be seen as much less of a risky investment.
Let’s talk about your old website, the one you had built in 1999. The one you’re privately embarrassed about. The site you include on your business card and in your print advertising materials because everyone else is doing it, even though you’d rather potential customers call your number than actually sit down and click through what’s currently sitting at www.yourcompany.com.
You’ve put off seeking out a redesign of your site for years, thinking you couldn’t justify the cost for what might be a niche advertising arena. Print marketing rules, you say. Sure, the younger set may prefer to learn about your product or service on the Web, but the majority of people will be looking you up in a phone book or reading your ads in the paper. Or so you tell yourself.
But now, with traditional newspaper readership down, and phone books being replaced by newer, jazzier online services, you’re starting to get that nagging feeling that your company needs to catch up. Or rather, pull ahead of the crowd with a really great redesign and a new, 21st-Century marketing strategy. But how? You don’t know the first thing about web design agencies in your area. All you know is you need to find one, because you don’t want your nephew to build this thing, even if it means you can pay him with a Wii. Your nephew’s a cool kid, capable in his own way, but you want professionals.
This being the Elexicon blog, you know what I’m going to say next: use us. We can help. Here’s how.
Content
Perhaps one of the things holding your current site back is content. Like its design, you still have content from 1999. You may have tacked on some newer, more relevant information, but you’ve still got a hodge-podge collection of content with no real direction or form relevant to what your company is in 2010.
We can help with that. We can work with you to determine what you want to say to your customers as they go through your site. It may involve re-working the old content or it may involve working up wholly new content. Either way, we can come up with copy that is appropriate for your new site. And we specialize in methods of organizing this content in ways that fit best practices to optimize returns. We’ll help you convey your message.
And we can be there after your site launches to help with content maintence, which will prevent that content from becoming stale again.
All of this is important because what you say to your customers with your content has a direct impact on their decision to buy your product or use your service. If your content falls short, your site falls short.
Design
Your site was designed in 1999. The Web has made some giant leaps since that time, and unlike much of popular culture, those leaps haven’t led full-circle to retro being in. A 1999 style doesn’t cut it.
Your site’s design is what offers your customers a first impression of your company. If you have great content that masterfully sells your product offerings but your site’s design isn’t attractive, visitors may well miss out on your pitch as they bounce on to another site. The last thing you want is for prospective customers to bounce away to a competitor’s better-looking web site.
That’s all surface level stuff, you might say, We go deeper than that. You know that. I know that. But the customer doesn’t. The old dictum “don’t judge a book by its cover” is definitely not practiced on the Web. People think if your site design isn’t quality, your product or service probably isn’t.
So, here’s where we come in. We can come up with a great design for your site, one that will catch the customer’s eye and pull them in so that they see what you have to offer. We’re really good at this. And if you’re thinking your logo needs a refresh, we can help there too.
This is the most up-front way you can stand out from your competitors on the Web. Play to the fact that people are wowed by a sharp design and then reap the benefits.
Build
The technical side of all of this scares you. You’re not a computer whiz that can work magic with a keyboard. Don’t let that stop you from starting this. We handle all of that. Your site will be built using the latest industry best practices and newest technologies. And we can put it all on a platform you can use yourself, computer whiz or not.
We’ll make it fast and responsive to avoid the other issue that makes people bounce from your site: slow load times. We can provide on-going support for you to keep your site running into the future.
Grow
We also offer services that will help your Web presence grow after launch. A new site isn’t everything. You need to plug in to the current modes of online marketing, which go beyond text ads (but can utilize those, too). We can help you formulate a social media strategy and then help you get started connecting to customers on Facebook, Twitter, or a blog, or whatever’s hot tomorrow. We can also help with more traditional forms of marketing, if you’re looking for guidance in those areas.
Move Forward
It’s time to bring your site out of 1999. We can do that for you. Get in touch today.
Grand Rapids based Value Health Partners (VHP) is committed to creating greater value for patients and the community and is comprised of eight regional health care systems in Michigan. We were thrilled when they asked Elexicon to design and develop their new public facing consumer site along with a secure member site. The secure member portal enables users to work together on a variety of activities and would also require that access be limited to a defined subset of the users. Data security was a critical component to this group.
Elexicon was presented with a few challenges on the VHP project. On the one hand the client would be managing their content internally so they needed a content management system (CMS) that was simple and easy to use yet offered all of the security and collaboration functionality necessary to meet their specific needs.
While on the other hand Elexicon needed to design a clean, sophisticated site that appealed to three diverse user communities: medical, legislative and the general public. Information needed to be delivered quickly and effectively without a lot of clutter. And, most importantly, the design needed to work with in the CMS.
Elexicon partnered with Blue Sphere, a Grand Rapids based software consulting firm, to create a Microsoft SharePoint site for both the internal and external audiences. Elexicon provided the project’s creative direction, design and CSS expertise and Blue Sphere developed the Windows SharePoint Services (WSS) environment.
The clean design was meant to appeal to a more broad range of audiences – physicians, governmental officials as well as the general public. The main Flash visual promotes the wide reach of the members throughout the state of Michigan. This animation can be updated with virtually any message that VHP wants to convey.
The site structure was designed to be flexible and can be maintained by the client using the easy to use user interface. Blue Sphere and Elexicon trained the content administrators in just a few sessions. VHP will be solely responsible for keeping their site up to date.
Visit http://www.valuehealthpartners.org to see more!
Being a fan of Elexicon on Facebook is a pretty sweet deal. Not only do you get to hear updates and news about your favorite interactive agency, but you’re also eligible for an awesome new t-shirt. Just go to our facebook page, become a fan, and then head on over to our t-shirt order form to give us your details.
What really makes Elexicon valuable to clients is the ability to deliver a lot for a little. When it comes to web programming and development, this can be difficult, because there are so many ways a development project can go wrong. I won’t reveal all our secrets, but here are some of the important lessons I’ve learned that help me ensure Elexicon or our clients don’t waste time or money.
I enjoy developing elegant, clean, programming solutions, but sometimes cutting corners and doing something quick and dirty is fine. No one but me cares about how code looks - they care about how it works. On the other hand, if it’s going to cost the client more for me to maintain my messy code in the future, then it may be better to spend more time to provide a more elegant solution.
The lesson here: Context is everything, and programming in a bubble should be avoided, because the programmer often will know best the questions to ask that could save the client money.
As an example, say a client named Jane Dough needs to import some data into her big important database. She’s considering having Elexicon build her an automated process to do so. At this point, we would want more information. Some questions we would ask would be:
From the answers to these questions, we could help her determine whether the cost of doing the manual entry would be less than or greater than the cost of building an automated process to do so. Often, there are diminishing returns, where it may cost a great deal to fully automate a system, but to compromise and just partially automate a system is a lot cheaper.
Other examples of common questions I ask myself:
This applies to every level of the development process. It may seem obvious, but I still see it violated often.
On a higher level, don’t even think about coding your own shopping cart solution, blog software, or simple content management system. While it might guarantee your job while you have to maintain the behemoth of code you created, it betrays a lack of knowledge of the world around you. Instead of giving clients a system that’s built exactly to spec for a lot of money, you can often buy them a system that goes above and beyond what they want for even less money. It may take time to find the exact solution that fits, but that pales in comparison to the time you would spend implementing and maintaining your own solution.
There are definitely exceptions to this, but during the proposal process the key is to ask yourself: Does the client want something that’s similar to sites all over the internet? If so, someone has probably developed something that will save you time and the client money.
On a lower level, there are plenty of development tasks that can be automated or made easier by libraries. However, I would issue a warning: these concepts should be fully understood before attempting to automate them. I would not use an Object-Relational Mapper (such as Subsonic) if I couldn’t figure out how to code one myself, or use jQuery if I didn’t understand what makes it so powerful. It’s a delicate balance between libraries that save you time on trivial tasks, and those that will take too long to learn and/or restrict your ability to maintain and simplify your code. This is why it’s important to understand the concepts in the first place.
Thankfully, at Elexicon we have a team of project managers who are used to working with both design and development, and who ensure that our lines of communication remain open. Nothing has the potential to save yourself and clients more time, money, and headaches like proper communication, mostly because improper communication can be disastrous. This isn’t just about asking the right questions to be aware of the context. It also comes down to the ability to translate tech-speak into language that the client can understand. Not only will this ensure that clients understand what is being delivered, but it will make your process more transparent and trustworthy. It’s good to be able to answer the client when they ask questions like “Why does this simple development task take 20 hours?” in terms that anyone can understand.
Have you ever gone out of your house and made the trek to the back woods to cut down a few trees for firewood? So maybe it’s the 21st century and the number of people who have done this is less than in years past, but not long ago I was out behind my house working with my old, dull axe at getting a large rotted maple tree stump out of the ground. The work was long, exhausting and painful, but in the end I stood triumphant with one less stump in my back yard. I was proud of the work I accomplished, but I would of probably been able to get the job done much quicker with less of the “exhausting and painful” if I had taken a little time before starting to sharpen the blade of my axe.
You may be asking yourself how dull axes and stumps have anything to do with Elexicon or services we offer, but I submit to you that your website isn’t much different than an axe. Both are tools that do no good unless utilized by the owner. Likewise, both an axe and a website can become dull or less effective with time if not properly cared for.
At Elexicon, we pride ourselves with putting together state-of-the-art, industry-standard websites using technology and best practices that are on the forefront of what’s current. The same was true 10 years ago when Elexicon was first created, and the same will continue to be true years down the road. Although this is true, the same practices and techniques that we used when we first started have evolved with the times to make sure that our clients are kept on the “cutting edge.”
In this sense, websites can be like an axe. When we hand-craft and build a site and it goes live, it’s like a brand new axe straight from the hardware store— it’s shiny and new and sharp, able to do what it was intended to do quickly and precisely. However, in the same way that use and misuse of an axe causes it to dull and become less effective, so does neglect and lack of optimization lessen the effectiveness on your website over time. Indeed, though the site will still work much like a dull axe “still works,” getting the job done can become cumbersome and slow.
A good example of this was the changeover from building websites from a table-based system to a more current div-based system. Table-based websites can be, and are still, used today in some cases, but what many people don’t realize is how much easier and clean it was to design and build or update a website in a div-based structure where appropriate. It also became much easier to create stylistic and information updates globally throughout the site quickly and cleanly. The code read quicker and became easier to trouble-shoot for bug, thus lowering maintenance time. Today div-based websites are really an industry standard.
This is only one of many examples of how new web technology and coding practices have either replaced or updated existing systems that are used, most of which provide a more dynamic, intriguing experience for visitors to your website.
Part of what we do at is Elexicon is always learning or researching these new practices so that we will be equipped with the means necessary to build a state-of-the-art website, or to update an existing site with new and exciting tools for all of our clients. Whether you want to upgrade with e-commerce capabilities or to start from scratch with something completely different, know that we will make sure you have the sharpest tool in the shed.
Sometimes, you come upon tools and tricks that are so useful, you wonder how you survived without them in the first place. Here are some of mine.
My first tip may seem really trivial - but with all the CSS builds I’ve done, nothing has improved the way I do CSS more than keeping my styles all on one line. Basically this means writing this:
.style1 { margin-top:6px; font-size:22px}
instead of this:
.style1
{
margin-top:6px;
font-size:22px;
}
This makes a huge improvement in organization and ease of editing. It’s much, much easier to group related CSS items. Since the more spread-out version often separates styles with an additional break between them, your eye simply does not recognize the grouping as a distinct block of styles that belong together. Additionally, whatever comments you have to indicate groups of CSS styles are often off the screen. In contrast, look at a style block like this:
/* My group of CSS styles */
.style1 { margin-top:6px; font-size:22px}
.style2 { margin-top:0px; font-size:12px}
.style3 { margin-top:525px; font-size:42px}
.style4 { font-size:42px;}
.style5 { padding-top:42px;}
/* end my group of CSS styles */
In the more spread-out version, this group would probably take up a good portion of your screen - especially if the styles have quite a few rules. Instead, your eye instantly recognizes that the styles belong together and it takes up a whole 7 lines. You no longer have to spend hours scrolling around your 15 page CSS file (2-3 pages is usually what I end up with).
As a web developer, there’s almost no excuse for not having Firebug. It is the most useful front-end development tool that I’m aware of. Among other things, Firebug lets you debug Javascript, change CSS/HTML on the fly, and see all the requests you’re making while browsing.
Want to write extremely easy, concise, beautiful javascript? JQuery is the way to go. Sounds simple, but It’s basically a library that allows you to easily manipulate your HTML and CSS. It includes features like animation, ajax, and a huge library of plugins.
I’m not sure where I heard this saying originally, but it rings true in the context of programming and web development. It’s simple, but willingness to Google things can show you who the real problem solvers are. Google is possibly the best problem solving tool ever invented and it takes 10 seconds to consult it. If you have a problem with any aspect of web development, it’s almost guaranteed that others have had the same problem, so why reinvent the wheel?
Smashing Magazine is one great resource, and there are others like it if you look. They often have lists of great development tools and new trends in web development. More than many other programming jobs, web development rewards people who stay current on the latest trends and technologies.
Much has been made lately of the explosion in applications for the iPhone and its market-leading app store. We’ve just recently been trying our hands at it. I’m a developer, and I’m on the bandwagon. This is why.
Why is a simple, fairly low-powered platform a good thing? While it reduces the number of things that you can do, the restrictions of the platform also level the playing field. The internet has become so massive that it’s often difficult to start a new idea and compete without a large amount of resources. Mobile apps, with their simple platform, effectively put a cap on how effective the big guys are able to be. Indeed, there are many very creative independent developers taking advantage of the platform and producing some very successful applications.
This can be a double-edged sword. For instance, “Simple UI” doesn’t necessarily mean “Easy to design UI”. Apps with clunky or unintuitive UI are going to be left in the dust. UI is an area where the iPhone and Apple have really driven user expectations up. We’ve seen this recently with the unit conversion app that hit the Top 25 in the iPhone App Store, and I’ll delve deeper into that later.
This is the most obvious piece to this. Commercials for the iPhone do a very good job of reeling customers in because they really demonstrate that “cool factor.” I’m a developer, but even I’m often stunned into thinking “how did they do that?”. The recently featured “bump” app had this effect on me as a friend and I downloaded and tested it to determine how exactly it functioned. In this case, the verdict was that it wasn’t quite as magical as I thought (you can “bump” from across a room if you just do it at the same time).
Apps like this demonstrate that there’s still plenty of potential for exciting innovation. Unlike internet applications where you just have the keyboard and mouse, on the iPhone you get multitouch, a compass, a GPS, bluetooth, an accelerometer, along with the entire internet and all the amazing APIs available. Honestly, I’m still trying to come to grips with all the possible inputs. But the bottom line is that both developing for and using the platform is fun.
There’s plenty of cool things on the horizon as well. See: Augmented Reality.
The large amount of Flickr, Facebook, and Twitter apps out there demonstrate that APIs aren’t going away. But extending your site isn’t something only those big sites can do - it’s definitely possible to extend your own website with an iPhone app. If your website is interactive in any way, you can port some of that functionality to an app, similar to how the Facebook iPhone app works.
Look at your customers - is there a possible mobile application that could be of utility or interest to them? If so, developing it and branding it for yourself might be a good way to market yourself in an area where it’s possible few of your competitors have ventured.
Monetization is one of the biggest problems facing people with websites and web applications today who want to actually make money off of them in a non e-commerce fashion. Rumors persist of Facebook, Twitter, or Hulu turning to some sort of paid subscription model to become profitable. Money from advertisers may not be enough to satisfy infrastructure costs as web applications grow larger.
I’m reminded of one of my favorite new TV Shows, Shark Tank (fun, although somewhat cheesy). An oft-repeated maxim on the show is that all entrepreneurs must ask the question: “How am I going to make money off of my idea?”.
App stores provide a very attractive, easy alternative to the traditional ad-based model. Many apps don’t even provide that much more functionality than a simple browser does. But because the web browser on the cell phones will always be somewhat limited, many apps have evolved as a way to provide a much better UI. For instance, the iPhone Facebook app is simply a more attractive and user-friendly way to interact with their site than trying to navigate it with the iPhone Safari browser.
It’s obvious that there would be a huge uproar if Facebook began charging for its services. However, it wouldn’t be so out of the question for them to have released their Facebook iPhone app at $.99 (they didn’t, however). At this point, people still expect to pay for apps. The centralized payment structure makes it even more easy - not only for the customer but for the smaller entrepreneur or developer.
I’m certainly not saying that every app on the iPhone or other mobile platforms will make bushels of money, but it provides a very attractive alternative to those who are pessimistic about dealing with advertising as their main method of making money for their web application.
It’s also important to note that while the iPhone is attractive in it’s simplicity, ultimately the amount of money you can make off of a single idea is probably limited - currently, it seems unlikely that one could make millions off of a single idea. That’s a restriction that doesn’t exist as much on traditional web apps on the PC. This article has some additional perspectives.
This one speaks mostly for itself, and was a no-brainer for app stores to implement. Delivering upgrades and patches is always a headache for developers and the centralized store certainly simplifies the process.
I’m unsure how long this platform will last in its current form. As time goes on, most of the former points will be affected. More apps will get released, competition will increase and we might see a recession of paid apps in lieu of more advertising driven ones. The platform will certainly get more powerful and perhaps less accessible to the little guy as expectations rise. People eventually will get used to the hardware innovations and the cool factor, and perhaps they will effectively run out of hardware improvements after a while (how many more things can they pack into the iPhone?).
One thing to note about the possibility of increased competition - just because an app (or multiple apps) has been released doesn’t mean you can’t innovate and improve on the same ideas. Just recently a unit conversion app was released on the iPhone that made the top 25 apps (and $40,000 in sales in it’s first 2 weeks). There are countless unit conversion apps already available on the iPhone - it seems impossible that one was able to rise above the rest. Yet it happened, and it showcases how good UI design matters. There are many parallels here to the successful apple products - the iPod certainly wasn’t the first MP3 player but it was able to rise above the rest due to it’s very well designed UI.
For right now there are plenty of opportunities, especially for the small entrepreneur. We’re excited. If you or your company have a good idea, or want to put a spin on an old one, get in touch with us and we’ll see if we can make it a reality.
As a web designer and information architect it’s my job to make things simple. So simplicity, of course, is one of the attributes our firm strives for in all our work, as well. Our content specialists work on web copy to make it easier to read and understand. Our web marketing expertise focuses on boiling content down to its essence, for both its audience and for search engines. Our designers take complex technical product information such as flow charts and schematics and create visualizations and diagrams that tell a clear story. Or they create an icon or a logo that needs to communicate the most critical information about a product or brand in a half-inch square space.
Lately, for no reason I can tell, I’ve been seeing quotations about simplicity in books and on web sites. I continued browsing and searching to find a few more. I’m struck by the fact that the giant, iconic minds of art, science and philosophy all revere simplicity as a core principle. da Vinci, Thoreau, Einstein, and many others. So I thought I’d make a blog post out of them … they’re all very useful and all remarkably similar in their sentiment.
“Simplicity is the ultimate sophistication.” - Leonardo da Vinci
“Simplicity and repose are the qualities that measure the true value of any work of art.” - Frank Lloyd Wright
“Simplicity, simplicity, simplicity! I say, let your affairs be as two or three, and not a hundred or a thousand instead of a million count half a dozen, and keep your accounts on your thumb-nail.” - Henry David Thoreau
“Simplicity is the glory of expression” - Walt Whitman
“Everything should be made as simple as possible, but not simpler.” - Albert Einstein
“Three Rules of Work: Out of clutter find simplicity; From discord find harmony; In the middle of difficulty lies opportunity.” - Albert Einstein
“A vocabulary of truth and simplicity will be of service throughout your life” — Winston Churchill
“In character, in manner, in style, in all things, the supreme excellence is simplicity.” - Henry Wadsworth Longfellow
“Simplicity is the final achievement. After one has played a vast quantity of notes and more notes, it is simplicity that emerges as the crowning reward of art.” - Fredric Chopin
If you use Brands of the World (BotW) often, you might have noticed that they have a new logo … but the real question is, does this prized time-saving tool for designers worldwide have your new logo? BotW now has Elexicon’s mark on board, and they should have yours too. Here’s why.
Having recently supplied BotW with our logo (Side note: BotW would be better named “Logos of the World” since the site is mainly a high-resolution logo repository — logos aren’t brands but rather ingredients of brands.) I can identify with the unease experienced in the upload process. With perhaps too much old school marketer in me, I felt a little uncomfortable tossing our infinitely scalable and yes, infinitely editable vector logo into a giant, heavily used bucket of brands (albeit a nice, well designed bucket with a navigable UI and search function). BotW has over 2 million unique visitors and over 30 million page views per month; and when you understand the importance of taking steps to protect your visual identity or that of a client’s, being cavalier about this is not an option.
So contemplating the decision to upload your vector logo to BotW can look a little like the self-retorting banter of Wallace Shawn as the Sicilian villain, Vizzini in the iocane poisoning scene of The Princess Bride … It seems that no matter what decision you make; or how long you take to make it, you’re going to keel over afterward. If you upload your logo you’ll have the angst of imagining someone misusing your mark in an infinite number of high-resolution ways ranging from comic mischief to fraud. However if you don’t upload your mark, other companies realizing significant benefits from public relations and marketing expediencies, external links to their site and global exposure will leave you behind.
BotW has their own list of usage benefits, but for me what tips the scales to the upload decision (or drinking the upload goblet?) is that I’ve been THAT designer. Plenty of times, I’ve had to scramble for a variety of logos to complete creative work on mission-critical (but somehow forgotten about until the last minute?) group promotions in print ads or large format applications. Sometimes there’s enough time to track down quality logos for each company through the proper channels. Other times there isn’t enough time. This results in a loss for both the company and the designer who either has to live with sacrificed quality or take enough headache medicine to painstakingly refurbish a poor quality version.
It might be a utopian dream, but a single repository for the most up-to-date and high quality vector logos of all the companies in the world (hooah!) would likely save many organizations and designers from ghastly reproductions of web-snagged GIFs and JPGs – or from having to omit the company from the piece. As of today, BotW is as close as it gets to that utopia. As to protecting your visual identity, the question becomes: How are you protecting your identity if a designer working on a legitimate but time-crunched project snags a small 72 dpi logo from your website and enlarges it by 500 jaggy percentage points for a trade show poster? (I – ahem — heard of – uh — some other designer doing that before). And of course, you can also post your logo usage guidelines.
Furthermore, downloading a logo from BotW is contingent upon agreeing to their terms of use and penalties including disallowing use of the logo without the owner’s permission. At the end of the day, if someone is bent on using your logo without permission, they’ll probably do so without the assistance of BotW and if a designer is trying to use it correctly, BotW can help. So while all companies are unique and should review their own policies regarding the provision of high-resolution logo files, I think the benefits of utilizing Brands of the World generally outweigh the risks.
Happy uploading … and like Vizzini wisely said, “Never tangle with a jaggy logo when your brand is on the line!” (I might have modified that a bit).
Elexicon is an interactive design and development agency based in Grand Rapids, Michigan...More>
