Rooting through logos at the creation of this report we spotted a veritable forest of tightly kerned, sequoia scale wordmarks crafted from fonts so tall and heavy it would have been a squeeze to fit them onto this page. They are everywhere and you could speculate they are the antithesis of the “pay-no-attention-to-me” sans serifs so ubiquitous in our field over the last several years. That is not however the trend that made this report. The story was more about just how those same typographic elements could actually get and it wasn’t just limited to letterforms. If these logos were air vents, we’d suffocate before wrapping this report.
Focus instead on big blocks of graphic mass with some dental floss gaps which to some might harken back to Milton Glaser’s font Baby Teeth or solid hippie poster type of that era. Many of these have a puzzle-like quality where elements are optimally packed together like a well-played game of Tetris. As novel and engaging as these are, there will be a challenge with legibility when scaling down. Though it’s the anticipated effect, reading a word crafted with this trend will take a keener eye than called for in deciphering the same effect used on a single letter monogram or symbol. This trend conveys novelty, boldness, and an excellent sense of spatial planning. Now you can breathe.
DESIGN AGENCY: TOPICCREATIVE
DESIGN AGENCY: NOTHING DESIGN STUDIO
DESIGN AGENCY: JUSTIN MARTIN DESIGN
DESIGN AGENCY: AN OPEN UNDERSTANDING
CLIENT: FIRE WITHOUT SMOKE