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877 points thunderbong | 1 comments | | HN request time: 0.215s | source
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Crazyontap ◴[] No.42162415[source]
I think we're stretching the definition of "logos" here. Just sticking text in a square doesn't make it a true logo.

Think of Apple or Nike, those are real logos. The recent logos and icons, including apps like Photoshop's, seem more like we're prioritizing metrics over creativity.

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1. striking ◴[] No.42163268[source]
What about those of IBM, Facebook, Google, Netflix, or Uber? They're just words, with gentle stylization. Sometimes their logos take on the shape of a single letter in a box, which by your standards might even be less creative.

But there are reasons for this. Plain wordmarks are high-contrast and easy to read almost by default, and they work great with groups that aren't already aware of your brand. Or as Netflix puts it (https://brand.netflix.com/en/assets/logos/),

> The Wordmark remains an essential identifier of our brand. While our goal is to lead with the N Symbol, we enlist the Wordmark to ensure brand recognition in low-awareness markets or when production limits the use of color.

CSS doesn't have a ton of brand awareness. Making something akin to the Nike Swoosh for CSS won't catch on, it's not like they have the money to flood your Instagram feed with it and force that brand recognition on you.

Going back to Netflix why would they use a single gently stylized letter where possible? Well,

> In high-awareness markets, we lead with the N Symbol. There is power in owning a letter of the alphabet: it’s universal and instantly identifiable as shorthand for our brand.

That's right. Netflix wants to own the letter N. I think "CSS" is in the same position: owning a combination of three letters is a power move. That's the most valuable thing about the "CSS brand," if ever there were one, so why not lead with it?

But maybe your opinion is still that all of these designers are full of it (apparently including Paul Rand).