Losing a Weak Logo
In recent times some companies have omitted logos from their identities. In fairness, most of those logos were weak, violating one of the Seven deadly Sins of Logo Design. But, as mentioned in Chapter 14, an identity of a signature alone usually only works for consumer brand products like Gillette, Alka-Seltzer and Hertz Rent-a-Car, etc. Only a few of the samples here are such businesses. For most of them, a better approach would have been to redesign their logos. Plain signatures are inherently weaker than a good logo with a signature or a wordmark.
In spite of these examples, losing the logo is not a trend in 21st century identity design. Instead, as we have seen in the preceding several chapters, companies and their designers are feeling their way toward the principles that are the foundation of this blog.
That ought to tell you something.
A Move Away From Serif Fonts
When talking about thin shapes, we have concentrated on logos, but the same principles apply to the fonts used for the signatures or wordmarks in identity design.
Serifs are, in most fonts, smaller and thinner than the strokes that make up their letterforms. Many companies have found these problematic in their identities. This is why so many companies are moving away from serifs in their signatures and wordmarks. If you go back through the previous several posts, you will see how many font changes have gone from serif to sans serif. The one part of the serif world that still is useful are the slab serifs, because the serifs tend to be sturdier.
Didone is Dead
A subset of serif fonts that are even more problematic are the Didone Family. They are represented by fonts such as Bodoni, Modern, Didot, etc. Because of their thick and thin strokes, especially in their serifs, they have long been avoided by identity designers with good reason. Those thin strokes fill in too often to be viable for branding design. For those few time where they have been used, the lifespan of those designs has been short, having been replaced by fonts that do not have such thick-thin properties. While fine for other uses, they are not suitable for identity design.
Adapted from Logo Design Theory: How Branding Design Really Works