I’m officially ‘old school’ and curmudgeonly. Yet another identity has fallen prey to the swooshification of this new fangled design sensibility. Why is it that logos have to be shiny, or tactile, or 3-D, or have a significant arc in them?
UPS had a perfectly fine logo, a product of Paul Rand, and then someone must’ve coerced them into believing their brand was no longer purposeful.
Just gimme a cabin in the woods of montana and a typewriter connected to the net and let me live in peace, away from the evolution of the world around me. I want things to be perfect, like they were in the old days. Like they were in the 70’s. (tongue planted firmly in cheek)