It is a known fact that current societal trends drive the design world to create innovative concepts. Due to a cultural shift in the last several years, we are seeing a major evolution in the direction of branding and logos, particularly in the large corporate logo markets. The mega-corp icons of the dotcom yesteryear were usually characterized by a seriousness and intimidation that left consumers feeling distanced from the company. Today, however, we live in a world of instantaneous information that provides the tools for smaller businesses to gain as much recognition, if not more, as big establishments. In response, branding is a shifting toward strategies that lie in a more affable territory.

A New York Times article, “Warmer, Fuzzier: the Refreshed Logo” printed March of last year remarked that logos are being created noticeably more “inviting, friendly, conversational, playful and reassuring.” Is this a ploy by big companies to gain the same neighborly status as small businesses? Perhaps it is an attempt at reviving consumer trust in a deflated and oversaturated marketplace. Or maybe the age of web and interactive design has led consumers to demand a more tangible relationship with companies. Whatever the source is, it would seem the intention is to appear a friend and not a distant enterprise.

What exactly are we seeing companies do to soften their logos? The first trendy transformation is the letter case. Dozens of companies are switching from those darn yelling capitals to more conversational lower-case forms. Some of the many examples include BP, GE, Xerox and AT&T-all humanizing the look of their tired brands with lowercase. A shift toward softer-shaped, sans-serif faces also alleviates the standoffish nature of the previously popular serif logos. TCBY applied this technique to add a bit of fun into their ill-suited brand. Several brands have cut down on unnecessary clutter and created logos that speak firmly in their simplest state, for instance, Nickalodeon network’s symbol. Once a bright orange trademark splat, it is now replaced by an updated, fun orange logotype. Perhaps one of the most conspicuous alterations in the branding sphere is the application of bright, vibrant palates. It’s refreshing, I think, to witness the growing corporate comfort with straying from the common colors of their industry to immerse themselves in bold, new, and invigorating hues.

Cultures evolve, technologies grow, and it is up to designers to meet these alterations head on with creativity. It’s going to be interesting to watch these trends adapt to meet the demands of a changing society. I wonder just how far designers will take this process of softening and simplification before we see the concepts inevitably swing back to the other side of the graphic spectrum.