The Next Dimension - Logo Design Goes 3D

To me, this is just another trend to try to make something look fresh without the designer having to think fresh. I know these are harsh words, but many of these example logos are not any different other than the fact that it is refreshed in 3D. In some instances, the UPS and AT&T logos (originally designed by Paul Rand and Saul Bass respectively) took a major step back in terms of identity (in my opinion of course), by doing this. The UPS and AT&T logos were living hallmarks of design legends. Both were timeless and amazingly recognizable - something all companies dream for. What a waste.

The only logo that makes sense is Nvidia’s considering that they’re in the 3D business and perhaps Volksagon as it is a play off their hood emblem (I’m still going back and forth on that one). 3D logos can be very illegible at small sizes and be quite unimpressive in greyscale. Also, what about low-end printing devices like fax machines? Do you think those gradients are going to look even remotely presentable then? Think again.

Cost are really a good consideration for design. But more than that, companies are seeking, or at least the logo’s primary purpose is brand identy and marketing. It really doesnt matter if its 3D or 2D as long as it serves its purpose. FedEx is has a simple logo yet very effective, that’s brand recall.

Well, my thinking is that the UPS logo has been a strong branding ever since its inception (1961). It had lasted more than 40 years and continue to be a successful identity mark for the company. Considering the identity-turnover some companies go through and how this logo thrived under two generations, it seems very reasonable to me to call the UPS a timeless mark.

I do have to disagree with the Fax issue, my wife works at a very large company and they use faxes continually on a daily basis. However, let’s assume that said company is an anomaly. Take the example of a company such as UPS once again that deals with large volumes of shipping with endless amounts of printed material that are associated with what is shipped. All those boxes and printed material needs to have its identity attached to it for various purposes and most likely are going to be run through high-speed/low qu a post web devef you have a log welcome since, shadows and deb designer’s asng to need a higut none so very tout for it to look halfway decent. The other choice is to have a very poor-quality print out of your logo. My thinking is, a good logo should be able to look just as good in one color at one inch by one inch. The logos above just cannot hang as well as the old-school philosophy logos under those circumstances - unless you want to pay a significant amount more for printing.

Obviously, these are just my opinions. I agree, we are headed away from fax machines and we will eventually have less printed collateral. That being said, I do not think we are there yet. Fun discussion by the way, I’m really enjoying it. :)

A few good reasons to keep one colour logos:

Scalibility, Cost, Design time, and the fact that a lot of publications are black and white eg a newspaper.

I’m not saying a full colour shiney logo is wrong, i love the way they look, but you have to consider your clients needs. Do they want it printed in a want ad for instance? food for thought

print stylesheets can easily offer a *flat* version of any logo.
Personally I like flat logos more since it can serve for both: screen + print

This tutorial shows a way to add a hidden print version for a logo:

http://www.easy-designs.net/articles/iIR/ (make this a link)

I agree with a lot of what P.J. Onori said. I’m not sure what information being 3D really contains. Matt, you note that the 3D effect reinforces how modern a company is; I think this can ultimately work against a company. Today’s modern very quickly becomes tomorrow’s tacky. Who wants to carry around a Trapper Keeper these days? But they epitomized modern back in the ’80s when I was a wee lad. Anything that’s too timely runs the risk of becoming baggage.

Instead, things that communicate precise messages that don’t reference time or era can do a great job of looking as powerful ten years from now as they do today. That’s tough, but, as has been pointed out already, we have a number of high-profile logos that have done exactly that.

I’m reminded of Shell, which has moved to simpler and simpler designs as a way of improving its logo. Hard to believe the word “Shell” was ever actually part of its logo, isn’t it? Similarly, I can’t imagine the 3D element to ANY of the logos you pointed out being viewed as anything but the most superfluous element of the logo whenever the next designer steps in to update the look.

I’d be curious to find out if anyone has any examples of a logo where the 3D aspect seems to be an integral element of the logo’s communication.

In 1996- 1998, in webdesign you had these awful badly design push buttons, and later on that was out of fashion. So maybe it is a fad that comes and goes. Marketing dictating esthetics and viceversa, corporate
brands depend on it.

Another trend of note is the use of animated logos. AT&T–a (redesigned) globe revolving once–and Sprint–a singly-bouncing abstracted needle–are examples. Both were created to coincide with large mergers, and both companies are not what they once were, thus, in part, justifying the redesigns. I’d very much disagree with P.J. about the AT&T logo. AT&T still grudgingly administers its land-line business, but everything it’s actually invested in has to do with providing internet service, corporate and government communications solutions, and other digital services. Designers may admire the timeless simplicity of the old logo. But in a competitive new-media business environment, the old logo communicates “rotary dial” when AT&T’s enterprises are anything but.

(Unless you are an AT&T wireless phone customer, in which case you’ve been snickering through this whole comment.)

3d (-like) logos animated in flash (mx) have been around already some time. It can really lively up a webpage (if done subtlely)

an example: http://www.aperfectcircle.com/ (band zith singer from TOOL - one om my fav bands actually)

Based on my client requests, 3D logos are definitely on the rise. Whether they’re good for design or not is a matter of opinion because 3D offers things that the traditional vector graphic does not in terms of display in multimedia and interactive formats (internet, broadcast, etc). 3D is not the solution for design, but it can be a powerful extension. Perhaps designers should consider 3D more often and how it can be used to enhance what they do. Some have complained about the technology and its abuse, but studios such as Terrasynth exist to compliment designers — bring your ideas into 3D, its a whole new world.

Mr. Davies,

First of all, with your permission: you wrote a great article! Why? Because you present some conclusions which are “in the air” but which had to be presented.

I noticed that as second example you gave the Windows logo. I think that this is very relevant as Windows Vista will have a long term influence on the web and print related mediums.

“…we need to be careful before we all rush off to buy 3D Studio Max or start a Google search for some extreme Photoshop bevel styles.”

Definitely! I work in Adobe Illustrator and I believe that a logo must to be possible to be designed with it. Even the well-known gradient used on the logo’s text can be created in Illustrator. Here’s an example, one of my works: www.ewebice.com The effect from the text was designed without any Photoshop intervention or without any Illustrator effect. Just layers…

“…brands are giving themselves this subtle third dimension. Incidently these brands can also work in the flat 2 colour traditionally printed styles – any good brand designer would ensure that this is the case. So these guys are getting the best of both worlds.”

This is the best solution. In this way the logo will be a non-trend-dependent branding element.

Thank you for this great writing!

Respiro
www.ReLogoDesign.com

I think your article about 3D logo designs was very interesting. And the comments I’ve read were equally interesting and valid.

In the past, I’ve always been taught that 3D logos were impractical from a printing standpoint because the cost would be too high or the effectiveness of the logos would be lost when reduced to a miniscule size.

But I’ve always believed that designers can and should have a little forethought in creating a logo. If you look at the full array of logos that a company like Microsoft possesses, you’ll find that while they employ a 3D rendering of a logo, they will also have the same logo in color without gradations, in Pantone spot and 4-color process, grayscale, black, and white. In short, if you’re going to do a 3D logo, you should also create 2D versions as well and give your client a logotype library that can be compatible with any media (i.e. web, print, fax, etc.).

I do respectfully disagree with P.J. Onori’s assessment of the rebranding of UPS’ logo. They have not taken a step back in my opinion. In fact, I think it is a very successful rebranding for a company that has become global. They’ve taken a color synonymous with shipping and the least used color in logo design and turned it into a distinct identity. “What can brown do for YOU?” How many other companies use brown as their identity in such a manner?

Yes you are so right, it is a trend, but what about readability ? since 1983, as a AD, i have producing logos for companies in the Medical, IT, Hosting Center and Transport business which asked for 3D only the last 5 years or so. Even so 3D can be printed in pantone as well :-) then maybee readability is a issue in favour of 2D. My customer 3D+2D logo design is to bee seen on www.verinet.dk/logo-design.htm

Those are all just effects that add a ‘plastic’ quality to the shape. For a real 3D logo you could cite http://swisscom.ch/ .. Or MTV for example, it had a 3D incarnation long long ago, despite the lack of embossed surfaces, shines and drop-shadows.