Tumbled
Much as a tide and time can dull the sharpest corner of stone or random shard of glass, designers are tossing the occasional mark into the wash for one last tumble before presenting to clients. This is a bit like over-easing the edges before handing off a newly minted bobble to a child. Guaranteed, there will be no eyes poked out in the handling of these logos. The key phrase here is not easing, it’s over-easing. There is a certain level of finish that occurs when knocking back a sharp corner, but in over-amplifying the effect, designers are delivering an entirely different message.
A friendlier, more approachable mark is crafted, but by applying this effect, the designer assures the consumer a certain level of implied simplicity. The mark represents a process, product, or service that’s been tested and worn in to remove any unfriendly burrs. Simplicity of initial design is imperative as a starting point, and you may notice most of these are a single-color solution. Reduction of tumbled logos never create screen challenges as a computer’s process of simplifying detail has already handled it. As friendly as these are to consumers, clients should have reasoning in mind when asked, “Why so round?” How much you should ease a corner can be like the fine line between a healthy tan and someone who’s over-baked on the tanning bed.
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