From the course: Logo Trend Report 2017-2018
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Fades
- Our conference room at Gardiner Design has rails covered with boards displaying hundreds of identities we've crafted over the years for our clients. Each of the black boards displays a dozen logos neatly centered on a white square. As we speak with potential clients, they can't help but take in the breadth of our client base. At some point, in each presentation you'll usually hear me remind a client that although these logos are all neatly displayed on a white background it's one of the few times you'll see them in that environment. Usually, a mark will be accompanied by other components of the brand's visual language of color, fonts, pattern, texture, materials and more. A logo usually needs to have the flexibility to display well against a number of different backgrounds. It just makes good sense to provide diversity of application to accommodate the occasional anomaly. The reason I share this insight is because our next trend pretty much takes me to task for that statement…
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