Adopting the broad use of gradient color in logo design has been one of the most polarizing trends our industry has witnessed over the last decade. There are still designers that abhor the use of transitioning color, as it runs counter to so many of the early precepts of logo design developed pre-digital age. It leads me to wonder if this trend is being led by the naysayers or if it is the work of those that have now worked with gradients so long they are trying to push it forward by taking a few backward steps.
Imagine a line filled with transitioning color to demonstrate motion, or transformation, or a process. Now take that color and step divide it with sequential solid tone. Basically a stepped ombré effect but utilized in a channel as opposed to a field. The Qwant identity achieves this with contoured color breaks that really simulate a gradient to good effect versus CPA, which shows color transition with quartered geometric breaks along the path. Note the infinity loop for Virtual Reality cheats this trend a bit with the use of breaks and very subtle gradient shifts.
INHOUSE, QWANT
