A continuation of theme from the last two years has been the move to simplification of design or purity of mark. This homage to clarity of structure and image from prior generations is proof of designers’ inventive nature as they noodle out solutions rearranging the same geometric parts and pieces that have been in play since Euclid was a tot. Whenever you hear someone express the belief that everything’s been done before, just remind them writers and musicians have been rearranging a handful of notes or letters and rendering new music and books for longer than logos have existed. Our well is nowhere near dry.
This year, the plethora of circles quartered and strewn about in a deliberate fashion can be found everywhere. Most often, these are the sole building blocks, but they’re also found mixed with circles, half circles, squares, triangles, and the other step-sibling array or geometric shapes. Purity of form continues to deliver a signal of simplicity or competence, even when representing a complex message. There continues to be a limit to the number of elements you can fit into a mark before it seems cumbersome. The Soren West mark is certainly an engaging solution but is a half-step away from the quarter circle capacity.
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