Posts Tagged ‘logos’
A contemporary brand in an accelerated world
By Ken Hagan, Nelson Schmidt
I also read Bill Marsh’s article Warmer, Fuzzier: The Refreshed Logo and found it both insightful and thought provoking. It made me consider the role that technology has played in the world of branding, too.
Updating logos is nothing new, companies have been doing it for years—think the NBC Peacock, Visa, Northwest Airlines or the great Paul Rand’s UPS logo to name a few. It just seems that recently, the pace is accelerated. (more…)
Think twice before “evolving” your logo
By Rob Meyerson, RiechesBaird
Bill Marsh’s article in The New York Times a few days ago pointed out that a number of companies have recently redesigned their corporate logos, replacing “emblems of distant behemoths” with updates that are “non-threatening, reassuring, playful, even child-like.” The article includes a nice Flash click-through showing before and after logos. Marsh’s assessment is that these redesigns are aimed at addressing “the economy, environment, image repair,” and that while logos are meant to be differentiating, “there are striking similarities among recent redesigns.”
He’s right to point out the similarities, but the trend he’s seeing—which includes lowercase lettering, “softer” fonts, and lightened colors—began well before the recession. I first noticed it in 2005, while at Interbrand during the design of the new AT&T logo. Shortly after it launched, it seemed, Chevron and Allstate made very similar changes to their logos, incorporating lighter colors, rounder type, and highlights and shading that give the logos a 3D feel. (more…)
Brand architecture: Creating clarity or organizing chaos?
By Alan Brew, RiechesBaird
The problem with brand architecture is that it’s such a fuzzy term. There are many definitions and most at least seem coalesce around the Wikipedia version which asserts: “Brand architecture is the structure of brands within an organizational entity”. Beyond this point it is hard to get specificity on the subject, which unfortunately leaves it wide open to interpretation. (more…)