Shiny Logos

Until recently, there was a tendency to add as much glossy sheen to logos and graphics as possible, particularly in the technology sector. Perhaps designers and clients hoped that these tech-y stylings would help bring viewers into the world of the screen, as if through a modern-day equivalent of trompe l’oeil. Examples of this gimmickry are everywhere, from UPS’s ill-advised 2003 logo update to countless smartphone app icons.

To designers and clients perpetuating this style, I would say: the horizon highlight is no longer mandatory! We are not looking into the future with our icons. The future is here.

Steven Heller

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