There’s a beautiful yet occasionally awkward dance that goes on with the logo pairing of a wordmark and a symbol. They necessarily live together and like a partnership need to relate and be supportive of each other. Occasionally the wordmark will let the symbol go out on its own and sometimes you’ll see a wordmark hanging out with other logos minus the symbol. This season, conventions aside, wordmarks are draping themselves over symbols at every opportunity. Not so much a badge circumscribed in type, as a canopy of letters dropped atop the subject, minus any extraordinary kerning or finesse.
This archway configuration obviously has a number of iterations but is rampant and leaves the impression of a passageway or portal. Possibly a window into the soul of a product or mission of a client demonstrated by the framed core of the mark. Some of these have a containment device, like Archwell, but those without are relatively monochromatic to let the background they crash on serve as home. There’s a more contemporary feel to these yet they still carry the cache of a personal approachable relationship that we often associate with clients using a badge or crest style of mark.
DESIGN AGENCY: TORY NEEDHAM DESIGN CO.
CLIENT: CUSHMAN & WAKEFIELD
DESIGN AGENCY: HEAR!HEAR! DESIGN CO.
DESIGN AGENCY: ANGELLO TORRES
DESIGN AGENCY: POLONSKY & FRIENDS
CLIENT: MOONFLOWERS CO