Even old, established companies are adopting a similar look—and it reveals the changing place of design in our modern worldby Harry Harris / December 18, 2018 / Leave a comment
Look around and you’ll see it. Adverts, posters and cover art are all using the same fonts—ones that have a clean, ordered look. Logos that have existed for years without undergoing drastic changes are suddenly being tweaked to fit what is apparently now a universal house style. Messaging from disparate worlds is being delivered in the same way. Everywhere, words are starting to look a little…well, flat.
The world of tech throws up some interesting examples. Recently, four of the biggest tech companies in the world—Google, Spotify, Pinterest, AirBNB—have all changed their branding in very similar ways. Pinterest shed its italics and its fancy ligature. Spotify lost its off-set O, which doubled up as a speaker. AirBNB changed its colour from a lurid blue to a softer pink, de-bubbling itself in the process. And Google carried on what it’s been doing since its first logo launched in 1998—