Logo design from the 1960’s has been developed with very literal thinking in the way the design is laid out. An example of this is the apple logo of the 1970’s where the text was full and an illustration of a tree with an apple is featured. This design is extremely complicated and did not work well for the company when it was established leading to the simplified version developed a year latter.
Since the 1960’s the designs seem to become simpler and more abstract. Many believed the consumer needed to ask questions of the logo to see what the product depicts. Abstract shapes and brighter colours are featured in many modern day logo designs because of the eye catching and simple serif typefaces that are easy to read at a far distance.
A good example of this is the Mobil logo developed in the 1960’s, which uses a thicker and blocked serif typeface with the use of two colours that work well for the final design. Although the design was developed many years ago it is still works well in the modern age as a result of the typeface and design aspects used.
As the technology continually changes and develops so does the need for company logo designs to be further developed and changed to make them more modern. There are five trends that are used in modern logo designs that can help to establish a good design that will last as long as possible. These key elements are the following,
· Psychedelic pop logos
· Origami
· Tactile logos
· Arabesque
· Classic modernism
Psychedelic pop logos are defined by using a variety of different shapes and colours that previously would not have been able to be used because of the lack of technology. These shapes and colours can make the design unique or original.
Origami is using a light, subtle and fragile aspects of origami to create a digital image that reflects a certain shape or design. It features more of a thought that small is better and uses less geometrical shapes that were featured in early to mid twentieth century logo designs.
Tactile logo designs are depicted by the use of texture and feel that goes beyond the literal texture. Many designers who like to experiment with cutting, pasting, painting and such enjoy this type of logo designing.
Arabesque is categorised by the use of Middle Eastern typefaces that depict a sense of beauty of the region and a very striking look to the way the letters are formed or the image is designed.
Classic modernism is the use of sharp shapes, images and a good use of white space around the icon and text. These types of logos are becoming more and more prevalent in society today. It enables an increase of interpretation by the consumer or general public. With the minimal use of colours and shapes a sense of trust, strength and support. Many designers use this technique to create a logo that will stand out, create the image of strength and uniqueness while using minimal resources or products to produce the design.
Article Alley, Logo Design Trends, Http://www.articlesalley.com/article.detail.php/194404/7/Branding/Business/1/Modern_LOGO_DESIGN_Trends
On the other hand vintage logo designs feature increasingly more complicated images and symbols. Colour was not used as frequently because of the lack of printing technology. As a result black and white was the chosen colour for most designs, those with colours only featured blues or reds as these were the cheaper and colours produced easier.
Many of the logo designs were inspired by the modern and vintage art movements such as; art noveau, Bauhaus, art deco, Blaxploitation featured especially in the 1960’s and 70’s, Dadaism, hard edged painting, light painting, African art, cubism, pop art and Tibetan art. Each design is very different and creates a different view and reflection behind the designs.
Eckler, D, Manudoc, G, Smashing magazine, Modern Art Movements to inspire your logo designs, 2010,http://www.smashingmagazine.com/2010/01/07/12-modern-art-movements-to-inspire-your-logo-design/
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