![]() ![]() “Take pure red and add some black to it,” says Lippard. There’s texture.” Colors in the latter part of the 1800s and early 1900s were seldom clear. “If you want an Americana feel,” says Lippard, referencing early 20th-century American design, “there’s a dirtiness to it. ![]() Vintage colors were less vivid and well defined than what modern printers produce, and line registration and other details were often less precise. Media from the past wasn’t as crisp or consistent as it is now. To truly call to mind a long-gone era, familiarize yourself with the printing and replication technology available at the time. Logos should always let the viewer sense what your brand is about without making them squint. Hand-lettering and older forms of typography can get lost in the visual shuffle. If an organization is celebrating a big anniversary, for instance, bringing back the original logo and putting it on celebratory merchandise can be a good way to stoke nostalgia and highlight the company’s brand story from the past.įor older logos that include intricate graphic design elements, ensure they’re in a setting where those elements are all clear and visible. Sometimes a company will want to use older logos to highlight how long they’ve been around. Over time, the logo became simpler but simultaneously more recognizable. She specifically calls out the IBM logo, a symbol that went from being very busy to its current incarnation as three clear letters. “It’s about simplifying an idea from the company’s past,” says Giffrow. When done skillfully, an updated vintage logo represents history and experience but also conveys that an organization is relevant and with the times. To update existing vintage logos, you must identify the necessary elements of the older logo and reimagine those logo elements within current design needs, like infinitely scalable vector images.
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