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Who Doesn't Like Unicorns?
By: Dwayne W. Waite Jr.
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"Do the best you can, and don't take life too serious."
-Will Rogers


At times, we forget to do the second half of Will Rogers' nugget of wisdom. The advertising industry is very competitive. It is a place where we must compete for ideas, concepts, resources, and talent. When many of our colleagues get the chance to posture, they'll do it. When a shop goes down a "wrong" path, there are dozens of articles that immediately pop up exclaiming why it was a wrong move.

It makes sense. We have to share our ideas, thoughts, and "wisdom" in order to be noticed. Not agreeing with that would make even our effort look trivial.

Sometimes, though, we need to bring it in.

Recently in the Google Plus Advertising community, someone shared their dislike for the new DigitasLBi logo, a unicorn with stars. Then there was a link to a site that puts up logos and people offer their own opinions about them. The site itself does a commendable job being objective, showing the background and reasoning for the new logo, and even gives DigitasLBi props for even thinking of something as "fun" as an unicorn logo.

In the comments, many creatives actually expressed more positive than negative feelings about it.

Our point focuses more on the negative: why the hate? Can't these creatives have a little fun?

Plus, what other agency has a freakin' unicorn as a logo? If that's not creative, we're not sure what is.

The logo clearly shows that DigitasLBi and the folks behind it are having fun. And that's what this industry should be about: getting talented people who are enjoying what they're doing, and refusing to take themselves seriously enough to back away from a unicorn logo.

Very similar to the agency BFG 9000; though it has the initials of the founder's father, the agency is also named after the gun from the Doom video game.

Both shops are doing good work. Both shops aren't afraid to be a little silly.

We're beginning to see a trend.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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