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Enough of the Swoop Already!

Out of sheer morbid curiosity, I Googled the word swoop. I mean, I've really had enough of this mindless graphic element, in all of its forms and contortions, that seems to have pervaded every avenue and medium of graphic design, especially corporate identity, this decade. Other than a reference to the North Carolina Non-profit that calls itself Strong Women Organizing Outrageous Projects, and a reference to the name of the mascot of the Philadelphia Eagles, Google posted 4,510,000 results. That's a lot.

I looked up the word swoop in an online dictionary and what I found is helping make sense of the swoop as a desired graphic element for brand identity programs. See if you don't agree.

As a verb, the word swoop means to sweep through the air as a bird or a bat, especially down upon prey. A second definition describes coming down upon something in a sudden swift attack. Webster even takes the description further by describing descent with closed wings from a height. You get the point.

Is the swoop a calculated subliminal attempt to dive down upon an unsuspecting public in sudden and swift attack? Hmmm.

I don't understand what it is about the swoop element that helps market a brand. Understand, I'm certainly not arguing with the validity of companies like Nike who were perhaps the premier pioneers of swoopography. They've made billions and have built massive empires consisting of shoes and sportswear, and who own basketball players and golfers alike. But I wonder what prompts companies who specialize in corporate identity design to look at the name of a brand to be used in an identity program and resolve, "I'll add a swoop and this thing is good-to-go."

What is the swoop for? What's its purpose? And what consideration has the designer made for the swoop to stand on its own. In the case of Nike, every consideration has been made, and it works. Big time. But, I challenge you to look around when you drive, when you read your favorite magazine, when you look up a number in your local yellow pages. How many swoops are there close to where you live? If you live in Sheboygan, too many too close.

Clearly the way has been paved for something as weak as the asterisk to be the preferred graphic element of corporate identity programs of the 21st century. And why not? Walmart has already invested millions into the concept.

Bryon D. Zimmerman, CEO

27.10.2008. 16:03

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