Written by Bill Proctor | London
on March 09, 2011

After the controversy and criticism which followed the unveiling of the London 2012 Olympics logo and the ill-fated (and short lived) re-design of the GAP logo, a plethora of people appeared online offering alternative logo designs or advocating crowdsourced solutions.

But just how practical or desirable is crowd sourcing as an alternative to hiring proven expertise, individual genius, or experienced advice when you embark on a branding project? 


There’s already evidence that, with the prerequisites in place (a crowd, sufficient motivation, and a reasonable expectation of work effort) simple work tasks can be crowdsourced relatively cheaply and effectively. Clients can use it to gather a large quantity and variety of material, and they may even strike lucky by mining-out a piece of design that fits their purposes.

However, it is much more difficult to crowdsource complicated tasks … and when all is said and done, branding is a complicated and subtle procedure.

Anyway, the results of crowdsourced material still need to be sifted, filtered, selected, evaluated and given the rigorous testing that any new brand design requires. And sooner or later a degree of expertise, cultured instinct and opinion will be required before any final decisions can be made.

Perhaps a balanced approach has arrived in the form of an expanding cloud community of pre-tested, carefully selected, experienced and talented people called UP THERE, EVERYWHERE.

The UP THERE, EVERYWHERE community is intent on using today’s communications technology to source and deliver genuine expertise and individual talent whilst maintaining the strong personal relationships that allow them to get to know their clients’ particular quirks, character and personality – the very essence of what will make their brand different from the rest.

It seems like an attractive, fresh way of working (that’s why I took up the invitation to become a member) and it should particularly suit clients with complicated communications problems.

Only time will tell if this method will change the way the world works, but it’s already changed the way I work. Perhaps it’ll change the way you work too?


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