In the last few years, it seems every big company, from Warner Brothers to PetCo to Mastercard to Sam’s Club has jumped on the bandwagon, stripping their brand down to basic parts, cohering around a homogenized, minimal aesthetic that can sell anything from dog food to data, credit cards to car rides. What seemed like a fun joke a few years ago quickly moved from trend to meme to the dominant visual style in branding. Think a cool greenish blue or warm mauvey-red). Maybe even Helvetica) and set in a solid color (maybe primary, but ideally a tertiary. Can you picture it? It’s a sans-serif wordmark (bonus points if it’s a geometric typeface like Avenir or Proxima Nova. We think this new logo reflects our values by signaling simplicity and approachability. We’ve been hard at work for months in rethinking how to best represent ourselves to our customers, it reads. Stop me if you’ve heard this one before: Company X announces a new logo with a buzzword-filled press release.
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