From the course: Logo Trend Report 2017-2018
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Yin yang
- I mentioned at the beginning of this chapter, we had a trend that was based on a symbol that dates back at least 3500 years and as symbols go, that's a pretty good run. I'll share my naivete and a touch of my logo nerdishness here. I'm pretty sure my first run in with this symbol came before I was any taller than a shopping cart just down our street at the grocery store. Look at that sign. A real thing to behold and especially when the Safeway logo lit up in a nighttime blast of neon. Beautiful! It really is a great mark. And, aside from a few transitions, it still holds up to this day. Now, while in full-on confession mode I'll also admit I was pretty sure Safeway was getting knocked off when someone came up with this thinly veiled mark they call the Yin Yang. I was young. (laughs) But what a strong symbolic story this symbol has. I think culturally, worldwide, this reflected nestling is associated with contrary forces working and coming together. It's the best of two extremes…
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