[vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css_animation=””][vc_column][vc_column_text]Designers and clients are understandably spooked. In private, some designers speak of clients who refuse daring work. In public, they gently rue the armchair critiques that undermine months, sometimes years, of work. Others are more forthright. “I think the Internet and the press should shut up and allow the identities to find their audiences,” says Paula Scher, a partner atPentagram and the mind behind Shake Shack‘s branding among many others. “They will ultimately determine the success and failure.”

Maybe so. But the Internet isn’t going to shut up any time soon. Here’s how the industry has adapted with the times—and how identity design itself has changed. “We can rail against [logo bashing] if we want, but it won’t get us anywhere because it’s not going to stop,” says Howard Belk, co-CEO and chief creative officer at Siegel+Gale, the New York firm whose clients include HP, CVS Health, and Monster. “What it shows is enormous passion about logos. A fair amount of the hue and cry is coming from the design community, but a lot comes from customers and consumers.”

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