Reviving the 70s: A Modern Take on a Classic Logo Design
Reviving the 70s: A Modern Take on a Classic Logo Design
Logo design is a visual representation that can often convey a lot about a brand's identity and history. Looking back at the artistic trends of the 1970s, the decade not only saw significant political and social changes but also witnessed a unique style of branding. This article explores the revival of 70s-style logo design in a modern context, taking inspiration from the partnership between Carlson and Payne, who collaborated on a project dating back to 1999's "Election."
The Evolution of Brand Identity
The collaboration between Carlson and Payne has spanned over 23 years, spanning multiple projects and evolutions in both branding and design trends. Despite the years and changes, there has been a consistency in Payne's requests for clean and simple designs. Much like the minimalistic approach of many 1970s logos, Payne appreciates the elegance and clarity these designs bring. However, not all modern aesthetics suit every brand image and narrative, especially when it comes to historical context and brand authenticity.
Blending the Past and Present
When considering the current logos for both companies, a disconnect emerged regarding the modern aesthetic and the period vibe of the film. The original logos, while effective in their current context, did not resonate with the 1970s setting and film vibe. To bridge this gap and create a more cohesive look, Carlson decided to "dial it back," drawing inspiration from the clean lines and understated elegance that characterized 70s aesthetics.
How to Revive the 70s Style in Modern Branding
So, how did Carlson achieve this balance between tradition and modernity? There are several key steps and design principles to consider:
Step 1: Understand the Brand History
Before embarking on any design project, it is crucial to understand the historical context of the brand. The 1970s were a time of austerity, with a focus on simplicity and a departure from the more ornate designs of the 1960s. This period saw a preference for clean lines and a more subdued color palette, often inspired by nature and contemporary art movements.
Step 2: Simplify Design Elements
The 70s were known for their minimalism, reminiscent of the Bauhaus movement. By simplifying design elements, such as typography and color schemes, Carlson was able to create a logo that disguised modern brands and settings yet still resonated with the original period's essence. This means using bold, sans-serif fonts, and restrained color palettes that evoke a sense of nostalgia.
Step 3: Embrace Natural Themes
Many 70s logos incorporated natural elements, such as trees, leaves, and geometric shapes inspired by nature. For instance, the use of organic shapes combined with modern forms can create a cohesive and timeless logo that appeals to both vintage and contemporary audiences.
Step 4: Play with Color
The color palette of the 1970s was often brighter and more vibrant than its counterparts. While sticking to the principles of simplicity, it is important to experiment with a range of colors that evoke the right mood and vibe. Using bright yellows, oranges, and greens can help create a youthful and energetic feel, not too different from the retro yet modern brand image.
Conclusion
Reviving the 70s aesthetic in modern branding is not about strictly copying old designs but rather about embracing the simplicity and clarity that defined that era. Carlson's approach in the "Election" project demonstrates how design principles from the 1970s can be successfully integrated into contemporary branding, creating a design that is both modern and rooted in tradition.
In closing, the revival of 70s-style logo design is a testament to the enduring appeal of minimalism and the power of time-honored design principles in today's fast-paced, ever-evolving design landscape. Whether it's in the context of the film industry, fashion, or any other sector, the 70s logo style offers a rich palette of options to explore and adapt.