My metaphor is, think about the logo as the keystone in the bridge. So much of the identity now is defined by a lot of elements and experiences that surround the logo, that are supporting it. It’s doing a lot less work in terms of defining the identity. “I think another trend right now is that the logo is not doing all the work. To reinforce that, most of those brands now spend on designing custom typefaces instead of logos: a custom typeface becoming their recognizable voice on every platform or device.” –Thierry Brunfaut, creative director and founding partner at Base Design Becoming words, these brands will be articulated in sentences and texts more and more. Sayings like “I will just google this” is the best example. That’s why they do not need logos anymore, as they become words (or even better, verbs) in our daily language. “These brands are now so good at what they do and so widely used they have become part of our everyday life and culture. Before, logo designers would look for a ‘concept’ when designing a logo. That is obviously not needed anymore: The brand is the concept. Their logos may look similar, but what they offer is totally different and effective, and that’s what finally counts for the consumer. They are strong, thanks to what they allow you to do with them. “People at the head of these powerful digital brands, as any strong brand, know very well they are not defined by their logo anymore but by the product or service they provide. They can afford to make their personality more present and alive than a startup with one app or one site can ever be–viewed like this, the friendly corporate typefaces of the world aren’t much of an issue.” –Andy Harvey, creative director at Moving Brands More established tech brands deliver their personality through their service, their content, their voice, the way they sound and behave. “There is an equal danger that we think brand equals color/type/logo, but this avoids the world that brands are now thriving in.
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