Gradation in logo design is nothing new. Extreme eye-popping, chroma-screaming applications like Instagram continue, but the trend here is the adoption of subtlety. Dropping a field of color onto a mark that could easily be solid black, blue, or purple. But how about a gentle almost sub-existent transition of hue? A blue field that ticks a notch or two more purple, or a magenta that drops from a 100 percent intensity to 80? These are the new spectrums that are expanding the thinking in branding and color affiliation.
The time when T-Mobile owned magenta or FedEx owned orange and violet, is shifting to Belfast owning yellow creeping to a yellow orange. These are tight- and short-run gradients that might initially give the impression half the logo is just poorly lit. These gradients can indicate a transition or a process and are made practical by a societal shift toward the RGB dominion of digital screens. Blurple is no longer that color halfway between blue and purple; it is the trek between the two.
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