| AUGUST 2006 | VOLUME 2, ISSUE 4 |
Coming Next Issue:
The Role of Packaging in
Building a Brand’s Identity
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Trends. In the world of design and communications we all want to set trends rather than follow them. The very nature of what we do is design visual identity systems that stand apart from the competition, not copy them. So why do trends emerge if we’re trying so hard to be different? What often happens is that in our quest to differentiate, technology evolves, new tools are created, experimentation begins, success stories are mimicked and patterns emerge. Designers influence each other, whether we intend to or not.
In this issue we have noted what we observe as some current trends in visual identity design. Not just logo design, but all of the components that work together to create an organization's visual identity system.
Typography
Custom Fonts Fonts designed specifically for a company are becoming more common. When GE introduced their new corporate identity, this was one of the most intriguing components of their new identity system. The high cost of licensing commercial fonts within large organizations makes it worthwhile to consider designing a font that is unique to that organization.
Lower-case Only The absence of upper–case letters, especially with sans-serif fonts, has become more than just a style used in ad campaigns. It’s becoming widely used in corporate identities such as BP, GE, AT&T, Alltell, Travelocity and YWCA. The practice of using lower–case instead of upper–case, often seen as a somewhat unsophisticated style in past years, has earned a sense of legitimacy as we see it more and more in major corporate identities.
Sans Serif Fonts Sans serif fonts with a more approachable personality than the traditional Helvetica and Univers, are a welcome addition to the ‘accepted’ typographic palette. The movement away from serif fonts is difficult to ignore, perhaps because electronic communications are used so frequently and sans serif fonts are more legible on–screen. The preferred choice of sans serif fonts is toward a softer, more organic letterform rather than the angularity and geometric precision associated with the mainstays of the past two decades.
Leveraging Parts of a Visual Mark
Though traditional identity thinking has always cautioned against allowing the use of a mark as a pattern for fear that others within the organization will go “wild” creating new versions, we are seeing a distinct resurgence of patterning and using parts of the corporate logo as graphic elements. The Islands of the Bahamas, Unilever and BP are just a few. Why the latitude when we’ve heard for years that consistency is paramount when it comes to building brands? In our opinion, there are two reasons. First, to be different. And second, technology. Use of the internet to provide graphic standards easily to anyone who needs them, whenever they need them, allows organizations to provide much more current and ongoing guidance to those who use it around the world.
Claiming Color
The idea of leveraging a color to become synonymous with a brand is not new. But, actually claiming it by using it in image campaigns, brand names and nomenclature is. UPS was at the forefront with the “What can brown do for you?” campaign. Since then ING has claimed orange in their brand strategy and visual identity system: Orange Savings Accounts™, Orange Mortgages™, Orange Investment Accounts™, etc. And Blue Cross Blue Shield is claiming blue as they leverage it in their nomenclature, brands and ad campaigns for BlueWorldwide Expat(sm), BlueCard® hospital and doctor finder. Also worth noting is that American Express also appears to be claiming blue with their Blue for Business® credit card.
More and Brighter Colors
Traditionally, logos have been kept to one or two colors due to the high cost of reproducing them in multiple colors. But new print technology and the widespread use of electronic communications have made multi–colored logos easier to reproduce consistently. Altria, The Bank of New York and The Mosaic Company are great examples. Add to that the improvement in computer monitor resolution and color quality and there’s more freedom to leverage multi–color corporate identity marks. We’re also seeing a trend toward brighter, more vibrant colors.
Intricate and 3–dimensional Logo Designs
For a number of years arcs, swooshes and dot patterns were proliferating at a remarkable rate. Now, what we’re seeing is the opposite of the hi–tech logos that were fueled by the dot–com era. Instead, we’re seeing an intricacy that invites closer scrutiny. A more human, approachable design sensitivity. Unilever’s new identity as well as The City of Baltimore’s stand out. And of course we can’t ignore the trend in creating 3–dimensional logos such as UPS and AT&T.
Studying trends is fascinating. It forces us to stop and look at what’s happening around us, helping us to evaluate our brands and visual identity systems in a new way.