BY Brand New

Dallas gets a “D” in Design

Guest Editorial by Felix Sockwell

Chances are you’ve participated in a talent contest. Hell, you may have even voted for Sanjaya Malakar. Kids, futures, democracy… it’s all serious business worth voting for. Behold the winning entry (designed free) among more than 275 designs submitted by district students and staff members.

The new blue logo, according to a report in the Dallas Morning News, was to help brand the school district as a “reinvigorated, progressive organization”. What came out, though, was “dull, busy and marred by student figures reminiscent of Pillsbury Doughboys,” according to some trustees at DISD’s board briefing.

District administrators had hoped the recommended logo — three student figures in red, white and blue beneath five stars in the frame of a big blue “D” — would bolster their efforts to improve the Dallas Independent School District’s image. But some trustees were upset they weren’t consulted about the design. One trustee thought it looked “real busy.” Another thought the figures of the students looked a “little goofy” and, eventually, came the Pillsbury Doughboy comparison. Laslty, another said the design did not represent Dallas’ “macho” image. 

In the end, Superintendent Michael Hinojosa took the blame for the unpopular design. ”It was me that moved this thing forward,” Dr. Hinojosa said. He added that the logo was shown to executive staff members and that they had approved it. 

What stuck in my craw in this scenario wasn’t the fact that Mr. Hinojosa had gone to his students and staff members to seek entries or that someone had found a loophole (Partiot Act-style) and skirted the board. Rather, the logo being replaced is a classic, timeless mark created by the legendary identity firm RBMM. In the end, however all sanity may be restored as Hinojosa’s Sanjaya is laid to rest for the time being, with a new presentation with the board happening soon. If this is democracy someone stick a fork in me, because I’m done.

Felix Sockwell, a DISD product, received a 67 (D+) from Mrs. Shields, his high school art teacher in 1988. 

\n\nGuest Editorial by Felix Sockwell\n\nChances are you've participated in a talent contest. Hell, you may have even voted for Sanjaya Malakar. Kids, futures, democracy… it's all serious business worth voting for. Behold the winning entry (designed free) among more than 275 designs submitted by district students and staff members.

Many thanks to our ADV @ UnderConsideration Partners