As a continuing homage to a Spartan lifestyle and not candy-coating our words, form in logo design is wearing the simplicity moniker like a badge of honor. These marks remind me a bit of natural food products that suggest you best avoid ingredients you can’t pronounce. If the building components of a mark don’t look like they belong in a set of play-blocks, you may be busted. Though many of these look like a throwback to the 60’s and 70’s, the more mature color palettes and application of attending visual brand language assure us they’re tomorrow’s generation. Color is still clean but usually tweaked to avoid the primary juvenile aesthetic.
Shapes are usually standalone but always compound with others to tell the story. If your parts require much more than a right angle and an arc or two, you probably aren’t going to fit in this genre. Like the Colorforms, Legos, or blocks of your youth, the juxtaposition or arrangements of three or four elements can become infinite. Note the logo for Love Cinema. Fashioned from a heart, a box, and two circles, it could be reconfigured for hours before someone would arrive at this arrangement with such evident symbolism. A client trying to express an unencumbered aesthetic could do much worse.
 CHERMAYEFF & GEISMAR & HAVIV, GRUPO IMAGEN |
 ZENDESK, ZENDESK |
 MASKON BRANDS, LOVE CINEMA |
 LOGOHOLIK, ALCO ELECTRONICS |
