This crop of trends throws a lifeline to designers of two minds. The ones that love type but really want to crank out a symbol or maybe those with skills swinging just the opposite way. Why not do both? We register an abundance of words all crafting out shape and symbol but managed in a variety of iterations. Some like the Spirit of Karma embrace a simple illustration as the dish to serve up letters on. Neither the type nor the infinity symbol are strong on their own but the mash-up works great. By blending the symbol and name you avoid any need to consider a lockup as all the critical information is self-contained. A blessing for those that feel like the tag along with the wordmark is a nuisance to deal with or vice-versa.
Some of these have embraced elevated types and cleaned up their field of play. Latching onto the shape of an elevator floor indicator creates an ideal package to hold the same word. As well, Valkyrie neatly finds a home in the folded ribbon V. Both hold their own as a symbol or typographic mark. Then there’s always that spirit that sheds all inhibition and ventures out unencumbered. This mark for Coffee Brothers Roastery pulls off a badge with nothing but type and frankly I dig it. Then again, drop this on anything smaller than a venti cup and you’re asking a pre-caffeinated user to read some pretty fine print. Good range to roam within this trend of unadulterated yet well considered type, and simple shape messaging.
CLIENT: COFFEE BROS
CLIENT: PERSONAL BRANDING