I co-authored/edited this piece with Bill Gardner for LogoLounge.com, and it was picked up by Fast Company! It’s written in first-person, by Bill.

Each year, I write a report on logo trends, and I always look to the past before looking ahead. You can’t tell where something is going if you don’t know where it has been. There’s always a reason something goes viral or takes off—something set it in motion, good or bad. So let’s start by addressing the white elephant on the planet: COVID-19.

Crises often accelerate trends in society and design. It’s very reactive and rushed; if there were a 10-step program that we typically follow to get from point A to point B, we skipped steps six through nine to get there during a crisis. Next year, we’re probably going to see a lot of logos that emerged as a result—some will be brilliant, many more probably won’t be. No matter what, I believe the design industry is going to come out of this better than we were. Some firms will not recover. It’s going to be survival of the fittest. Having said that, we’ll see an emergence of little startups and uncover some talent we’ve never seen before. People will regroup, find their niche, and come out of this with a new resilience. This is a shared generational experience that we’ll never forget and hopefully we’ll all learn from. Next year’s batch of logos will surely reflect this.

Read the rest of the article here.

Leave a Reply