Logos are becoming more human / interactive

Branding has starting to become more human. As a result, there have been changes in the way designers and marketing executives approach logos and corporate identities. Taking as an example the new “refreshed” logos of companies like Wallmart, Discovery Channel, Kraft foods, Cheer and Sysco, we are witnessing that corporate visual identities nowadays are becoming “warmer” and “fuzzier”. Curvy, organic shapes, lowercase letters, warmer color pallets, green “environmental” details and three dimensional effects, that create the illusion of movement, are some of the elements that show that companies seek to re-brand themselves as more “human”, sensitive to the public’s needs and caring towards the consumer. The financial recession has affected the visual result as well.