9/5/2023 0 Comments Goodway logo![]() “Look at what seventies t-shirts were doing,” says Lippard. A logo might look like something straight out of the heyday of disco, but it needs to do real work in the digital age. Logos have to be legible, they need to scale up and down, and they must look good in grayscale, color, and black and white. However, bear in mind that your vintage logo still needs to function in the 21st century. Their printing wasn’t as good as ours, so it’s not as clean. ![]() ![]() “Take pure red and add some black to it,” says Lippard. There’s texture.” Colors in the latter part of the 1800s and early 1900s were seldom clear. “If you want an Americana feel,” says Lippard, referencing early 20th-century American design, “there’s a dirtiness to it. Vintage colors were less vivid and well defined than what modern printers produce, and line registration and other details were often less precise. Media from the past wasn’t as crisp or consistent as it is now. To truly call to mind a long-gone era, familiarize yourself with the printing and replication technology available at the time. Logos should always let the viewer sense what your brand is about without making them squint. Hand-lettering and older forms of typography can get lost in the visual shuffle. If an organization is celebrating a big anniversary, for instance, bringing back the original logo and putting it on celebratory merchandise can be a good way to stoke nostalgia and highlight the company’s brand story from the past.įor older logos that include intricate graphic design elements, ensure they’re in a setting where those elements are all clear and visible. Sometimes a company will want to use older logos to highlight how long they’ve been around. Over time, the logo became simpler but simultaneously more recognizable. She specifically calls out the IBM logo, a symbol that went from being very busy to its current incarnation as three clear letters. “It’s about simplifying an idea from the company’s past,” says Giffrow. When done skillfully, an updated vintage logo represents history and experience but also conveys that an organization is relevant and with the times. Their last of version of their logo was definitely the nicest, but the new design is certainly better than the kangaroo with wings.To update existing vintage logos, you must identify the necessary elements of the older logo and reimagine those logo elements within current design needs, like infinitely scalable vector images. Reading the press release on Qantas’ website and the case study page on Houston Group’s site, it was really interesting to comparing the old designs with the new. I wish they had just added those to the previous mark and stopped there. The gradients are a nice touch, they add a little dimension and movement to the mark. The removal of the marsupial’s front arms makes the logo look too abstract, and makes it difficult to decipher what animal it’s trying to emulate. The new kangaroo mark is where this logo loses it for me, like the icon was edited without purpose – streamlined, but not in a good way. On a brighter note, the new typeface is nicely spaced and has a clean and modern style – which feels more appropriate for a leading global airline. The old font was too bulky, the letter spacing was not consistent (due to the italics), and – to get real nit-picky – the curves on the tops of the A and S were choppy. To start, the new type treatment is a huge improvement. See the old and new logos designed by Houston Group below. With the addition of the Boeing 787 Dreamliner to their fleet next year, Australia’s Qantas Airlines released an updated logo and livery to match. ![]()
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