3D

For years, logos have been taking on more dimensional characteristics, becoming puffier, reflective or glassine. But, in general, these are more of an affected surface treatment, as opposed to an all-out "Here's what my backside looks like" piece. As soon as a logo takes on fully three-dimensional qualities, unanticipated questions start to arise. If I spin the logo a quarter turn, is it still my logo? If I zoom in on it from an angle that obscures, is it still my logo? If I turn the lights down on it, is it still my logo? If I go through traditional trademark channels, can I register this dimensional object from any perspective?

Miles Newlyn is the London designer responsible for the proposed B logo for a major telecommunications company. Additionally, he is one of the premier go-to designers if you need a breakout concept, such as his identities for 3 or ish. Newlyn attributes one of his inspirations for three-dimensional logos as the Jaguar hood ornament, which is immediately recognizable from any angle. The challenge with a true 3-D logo is that a company must have the media resources necessary to convey the identity in its full spectrum of dimensions. That is why many of these logos settle for the appearance of great dimensionality from a single perspective, not the real thing.

Newlyn remains a leader in this emerging direction. He notes that being able to create a 3-D logo is not as important as knowing which clients need them. But, more and more, businesses are requesting them just to be stylish.

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