Step 1: You take the official portrait of the French president and replace the bloke and the books with some text:
Step 2: For those who don’t understand the logo you write some vague blah blah:
The logo of the French Presidency illustrates the strength of the bond uniting France and the European Union. It symbolises the Presidency’s commitment to work for the general European interest. Simple and clear, it is aimed at all Europeans. It is both political and popular.
Step 3: You charge a zillion for the creativity.
Not a zillion, Romke, but even the half a million euros for that piece of nothing are excessively overpaid. It may be that this fee covers some heavy brown-nosing session with the president. On a more positive note, we can be lucky that it’s a logo and not a chair, since its “Designer” is someone called Philippe Starck. This guy has “designed” hundreds of chairs of which only one is comfortable enough to be seated on for longer than 8 1/2 minutes. One of Starck’s worst environmental crimes though is the new TGV Est whose interior is a frenzy of bad taste in bad plastics — and the seats are horrible too.