Logo design is such a succinct practice exactly because a mark has to completely speak for itself. There’s no room to attach a preamble or an explanation as a sidecar on a symbol. Yet the last year has been notable for the refresh and creation of numerous brands punctuated into an alternate state of meaning. Linguaphiles may be simultaneously cringing and cheering their support, depending on the application, but planting a fleck or a speck at the end of a name is much more than a stylish affliction. These periods, commas, colons, and more are opening a previously unconsidered dialogue with consumers.
Though Redbox is not a sentence, it is determined to drop the mic with a period, capping out any additional discussion. That is all there is to say. The publication Darling, sets the stage for what’s to come with the perfect use of a comma. Like the opening of a letter, the publication both greets the reader and prepares them for what’s to follow. The inc. in Winc. may well have been lost on the consumer with the two-color split, but the period at the end of the abbreviation of “incorporated,” makes it evident. Punctuation is a trend that has its place, but there’s reason to fear it could lose good standing with rampant misuse.