Filed under: Logo Design | Tags: design, disney, logo, obama, perspective, pixar, super bowl, up
Welcome all! This is my first post for my new blog where it will be my intent to write relevant, thoughtful, and (fingers-crossed) entertaining articles on all things design. Let’s begin!
Aside from my raucous celebrating and nervous nail biting during the Steelers Super Bowl XXLIII victory last week, the commercial for the forthcoming Disney/Pixar venture Up really struck me visually.
The Up logo, as well as the Super Bowl XXLIII logo stand as examples of what I anticipate becoming a major logo design trend in 2009: perspective. Taking a look back before we look forward, some of the design trends that emerged in 2008 begin to point towards logos with depth grabbing a significant slice of 2009’s visual landscape.
This article succinctly and categorically sums up some of the happenings in logo design ‘08 and projects them forward. Three of the key elements Logo Orange points to as emerging trends all ultimately operate on the concept of perspective. Origami logos, tactile logos, and “80’s geometry lesson logos” represent marks that are bringing the z-axis into play to cultivate visual interest and iterate a given company’s message. One could even make the argument that the Museum of London re-brand works to a degree on the concept of perspective, albeit with a little abstraction, as the “groovy” looking background is based on London’s topography.
I think a shining example of the effective use of perspective actually happened with the Obama logo. LogoDesignLove reported on Sol Sender’s interview where they walked through alternate Obama concepts and expanded upon the one that was chosen. The final Obama logo evolved from stripes “symmetrically expressed across the horizon…(to give) it a little more dimension, a little bit more motion…a little bit more for the viewer,” according to Sender. The Obama logo certainly achieves dimension and motion and most importantly the “little bit more for the viewer,” which one can read as visual engagement of the customer/consumer.
An additional bonus of the Obama logo is the wide variants that it is able to achieve to reach diversified audiences (seen here). By taking a dynamic, perspective driven logo and essentially “changing the landscape” on which that logo operates, the same powerful icon can diversify without losing its ultimate meaning. Bear in mind here the importance of being able to differentiate without diluting the message when we get down to the brass tacks of branding.
I see perspective driven logo design flourishing in 2009 because we have seen some well-executed examples in 2008 and more importantly, these examples are undeniably strong. The perspective driven logo works on numerous levels to visually achieve effective brand communication.
Back to Up. The logo is playful, visually engaging, reproducible across a wide variety of mediums (including being highly executable in motion graphics applications), and the logo SPEAKS TO THE CONSUMER AS TO WHAT THE BRAND IS ABOUT. The “up” logo visually conveys the feeling of moving upwards.
The Super Bowl logo also introduces perspective to engage the viewer and “draw them into the field of play.” These, as well as the Obama logo and those logo types mentioned above are successful via their use of perspective because
- They are aesthetically pleasing,
- they engage the viewer with the use of depth,
- they visually speak to what the brand is or what the brand means (The Super Bowl logo draws you into the field of play and invites you into the Super Bowl Experience; The Obama logo draws you into America) ,
- and they travel well across both emotional planes (the ability to differentiate without diluting) and the physical media across which they will be presented (they’re all scalable vectors that work without gradients and read just as strongly in single color applications).
I think ‘09 is going to see perspective driven logos and marks on the forefront of the year’s design trends, and it shouldn’t be surprising because these logos work.