From the course: Logo Trend Report 2017-2018
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Rising color
- [Teacher] If there's a commonality in the various surface treatments in this year's Trend Report, it's that they are moving the rendering of logos from a graphic geometry back to a more natural interpretation of what surface might actually look like. When you're crafting a mark that needs to convey a sense of depth, there are generally a limited number of ways to get there that can range from highly rendered and realistic to extremely graphic and unrealistic. I think what we've discovered in this trend, called Rising Color, is an approach that's very understated. But sometimes the best way to capture a room's attention is to whisper. Let's take a look. Capsule designed this unique mark for the Minneapolis Downtown Council. Pretty much a letter d, but with a pathway built into it. See how it starts at the top of the d and follows a pathway rounding about like an on-ramp and closing out at the bottom. Or running it backwards, the other way, this is a message of a downtown ascending up…
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