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Communications Design Industry Discussion, Inspiration, & Tutorials

Nov 21, 2010

Logos getting friendlier??

Sure they are.  Logo redesign is the wave of the present.  These corporate  giants moved from authoritative type in bold uppercase characters to lighter weights,  lowercase, sans serifs.

The jury seems to be out on the GAP logo redesign.  It has a few striking differences that hit me immediately. Readability: dark on light is 15% easier to read than light text on a dark background. The gradient square looks like part of a whole.

Corporate logo redesigns have also added greater levels of tactility and depth to their upgrades. UPS designers brought their signature brown into the 21st century by sketching the shield and giving the previously mechanically sterile design a hand-tooled look; it puts me in mind of sitting next to the artist at his drafting table and being part of the creative process. Again, we see an added gradient.

This tactility is very evident here:
Another prevalent technique used is the breaking down of personal space.  By this I mean that we are closer to the character of the logo. We are now face to face with 'Carmen Miranda' when we bite into our Chiquita bananas. And the 'face' of LG is more human and more closely cropped..Take a look


lauren said...

I heard that gap is going back to its old capital letter logo... people weren't responding as well to it or something? But your blog was interesting... I hadn't really thought of logos in terms of their "friendliness" before.

simone said...

Friendly is the way to go. This post started out 2xs longer, but I didn't want to keep using the word friendly. The fact is that anthropomorphizing these groupings of text, fill and stroke makes them more appealing.

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