One of the tenets of logo design is that forward motion means up and to the right. It’s the direction you want your investments, or your production to take if you’re looking at a graph. It’s the difference between gazing up to the future or glancing back at the past. So, what a surprise to discover a flurry of up and to the right parallelograms littered throughout this year’s field of work. And though the symbolism is not unexpected, the sheer number of them is. And the puzzlement of this discovery is only matched by the diversity of applications.
The nature of the oblique shape gives it a sharp, aggressive attitude. An element captured in motion and perfect in form to serve as a vehicle for type or as a passenger to accent a larger message. Note the parallelogram in the lead role with Carling or as a demure accent on the “i” in Stripe. Or taking on a number of configurations to speed other solutions to the fore. A remnant of Spartan attitude remains in this trend that leaves no home for embellishment. All of these are clean, to the point solutions that signal “up and to the right” as their clients’ mantra.