Once more, with feeling

After a decade of blandification logo fonts are getting emotional again

Big tech companies and luxury fashion brands are unlikely style partners. Yet, over the course of a decade an increasing number of brands from both sectors began to look stylistically similar. This is changing again now as each sector’s logo styles diverge once more. What do these parallel trends tell you about changing cultural attitudes? What do they reveal about the things we all care about today and what we’ll care about tomorrow?

Go back a decade and the old logos told you something about each brand. Tech logos felt exuberant as they told their origin stories. Luxury fashion logos felt expensive and ready to feature on the front cover of Vogue magazine.

But then, one by one, the logos were redesigned. They became simple and minimal in a style 15-year-old Bella describes as…