Making a Mark: The Good, the Bad and the Ugly of Recent Logo Redesigns
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Using logos as visual shorthand dates back at least as far as the Lascaux cave paintings. These days, of course, there are myriad ways for brands to get their messages outso it’s all the more remarkable that a single image remains the most efficient means of communicating. Imagine a McDonald’s campaign without the golden arches.
When we reimagined Ad Age, we started with our logo. To embrace the strength of our heritage, the new nameplate evokes Ad Age’s founding as a broadsheet in Chicago in 1930, with a sans serif wordmark that spelled out “Advertising Age” in the Kabel typeface, a design created by founder G.D. Crain Jr.
That nameplate evolved over the years, including the customized drawing featuring Moderno created by Roger Black in the ’90s, later updated by James Montalbano in 2015. But it was starting to feel stodgy.
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