Five years since an avalanche of Spartan sans serif wordmarks lay waste to generations of brand equity, there are brand crafters still cowering in fear as this torrent has yet to subside. Though the blanding wave led to some stunning visual assets for those that knew what was occurring, many of this ilk fell prey to “me too” as a counter to FOMO. In an ambiguous reaction, this year’s collection of wordmarks are stilted with abundant sans serif solutions to stay on the safe side but with an insertion of whimsy or a visual gesture of self-defiance like a humorless MBA attempting to demonstrate spontaneity.
Note Angi, Upwork, and Tailwind, all determined to demonstrate a freedom of spirit or a human quality by inserting a flowing line of equal monoline weight. All of these succeed but they are merely the tip of the iceberg for scores of logos that embraced one loopy character as the mouthpiece for an otherwise straight up gathering of letters. Yet a few of these free coiling linear characters broke off on their own this year. Whether in monograms paired up with straightlaced wordmarks or the occasional reunion of loopy free spirits like seen in the well-received mark for camp.
DESIGN AGENCY: INHOUSE W/RED ANTLER
CLIENT: ANGI
DESIGN AGENCY: THE REFRESHMENT CLUB
CLIENT: CAMP
DESIGN AGENCY: INHOUSE W/BRUNO
CLIENT: TAILWIND
DESIGN AGENCY: PORTO ROCHA
CLIENT: UPWORK
