Why we should be wary of the retro trend
Graphic Design

Why we should be wary of the retro trend

A great deal has been written over the last few weeks about the apparent ’retro’ branding craze, brought into the limelight by North’s much-lauded overhaul of Co-op. It was lauded by us also: not only did the beautifully executed project win a coveted Brand Impact Award this year, but it also helped North top CA’s UK Studio Rankings. And as all of those ‘retro trend’ articles are at pains to point out, North’s Co-op rebrand, Futurebrand’s overhaul of NatWest and Work-Order’s most recent revamp of Kodak share one noteworthy similarity – they have breathed new life into an identity last seen in the late 60s and, in Kodak’s case, early 70s. What North has done so successfully is restored and reawakened the original spirit of the Co-op A fitting metaphor would be a piece of antique wooden furniture that has been scratched, battered, perhaps buried beneath many layers of garish paint. The smart money would be on stripping those layers off to reveal the beauty beneath; restoring the wood and oiling it back to its former glory. But before design studios the world over start falling over themselves to wind back the clock on their more long-established clients’ brand […]

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