Wings

This trend caught me a bit off-guard based on the number of designers that landed on this idea without an evident epicenter logo causing the anomaly. It may well have been a natural migration from the bars or stripes so prevalent in this year’s design vernacular. Imagine lifting the opposite ends of a series of lines upward in an aspirational motif. These lines take on an ethereal wing-like quality with a certain symmetry that evokes nature or the natural vanes of a feather. The airy quality of any of these allows the environment to shine through the mark. It’s just that gravity-defying quality that makes this trend so engaging.

Individual lines express a tension that gives the appearance they are taut and ready to spring forward or lift into the air if released. The logo for Dell Young Leaders is reminiscent of a flame as well as a pair of extended wings and a woven aspect as well. There’s a great deal of symbolism here for such tight quarters. The active nature of these marks can represent an entity in motion with many parts coming together to allow it to launch.

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BRANDORA, THE MICHAEL & SUSAN DELL FOUNDATION
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PARADIGM NEW MEDIA GROUP, VISITATION ACADEMY
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BRANDEXTRACT, HELIOS MEDICAL VENTURES
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ACCENT BRAND CONSULTANTS AG, FAWCO FEDERATION OF AMERICAN WOMAN’S CLUBS OVERSEAS
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