Vodafone have amended their Brandmark - its more of a tweak than a wholesale change, but as seems to be the trend increasingly nowadays, Vodafone have gone 3d. Look at UPS. A simple graphic logo has been re-designed with high and lowlights. Is it that flat is boring, and having a suggestion of depth is modern?
Some of the feedback I have read has been quite dismissive of the trend. 'There has been little consideration for all the forms of reproduction' is a common criticsm. See SonyEricsson. Or 3. I don't completely share this view - new communication channels have created new opportunities for brand expression whilst some older forms will eventually become extinct. For example, the quality of print reproduction has improved considerably over the past 40 years, as has the means of realising identity programmes. As society's visual terms of reference change, brand identities will change in tandem, maximising the potential of these new developments.
No comments:
Post a Comment