Posts Tagged ‘Sysco’
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…)