This is 99% invisible. I'm Roman Mars.

Metaphorical anecdote coming in three, two,

years ago we were asked to do a redesign for a school.

A school that will remain anonymous.

It was for their sports program.

They needed a new mascot.

That's Christopher Simmons.

My name is Christopher Simmons. I am the principal and

creative director of the design firm, Mine, in San Francisco. He also teaches identity design

at the California College of the Arts. We've created several alternatives. A few new mascots. Show that to the city. the body and alums seem reasonable but also treacherous territory.

So they got like 600 something responses and overwhelmingly by right and vote the original

logo was the favorite.

Not surprising. Change is often the hardest of all possible

options. And people would argue, well, you know, that's everyone feels maybe we

shouldn't change it. But there was a real problem with the old mascot. The problem was they were using their

original logo illegally. It was actually the University of Notre Dame's logo

and the reason they engaged us to change it was because they would know they

realized they did not have the right to do that. Of course the constituency of the

school all the people who loved the original logo didn't know anything about

that they didn't know the reason why there needed to be a new logo.

But the public dialogue continued.

Then of course people wanted to be constructive with their criticism.

...