Core77

The puff-tastic sameness that pervades the language design firms use to promote themselves has bugged us for a long time, but leave it to Design Observer regular Steven Heller to finally take the gun to this particular barrel of fish.

In a wickedly precise article on the AIGA website Tuesday, Heller gives a bit of history on the relationship between designers and the written word, and then steps back to let modern design firms (attempt to) speak for themselves. The results are horribly familiar, and raise the excellent question of how it got to be this way.

The list of samples is long and telling; we dare you to read all the way through the list without either glazing over or dissolving into a giggle fit. A few choice entries from section one: Happiness Is a Warm Client:

* The process begins with analysis, immersion into the client's situation in order to define the true problem.

* Our primary concern is with our client's success in their business.

* The basic need of most clients who come to us is to fulfill a business function.

* Our primary concern is to solve the client's communications objective.

* Our goal is to meet our clients' visual communications needs by applying an approach based on discipline, appropriateness and ambiguity. [huh?]

Read the full article here.