If you said "blanket" or "teddy bear" or "Donny Osmond" you'd be incorrect, I'm sorry. Once in a great while there is a mainstream article for the rest of you non-creatives that exhibits a little insight into the secret world of creativity and image promotion. We don't like to give away too much of the mystique, but share just enough so it really looks like there is a plan to all the madness.
Yesterday's New York Times had a terrific article about the latest trend in corporate logos. In times of trouble we want our soft, fuzzy, warm, reassuring and happy logo (that fills in the blank above). Logo designs have gone from CAPS LOCK, bold monstrosities that signified power, power, power, power to the soft, lower case, friendly, rounded, freshened-up cousins we see today. There are many economic and cultural reasons to make the shift to softer, sweeter, kinder logos, which I'm sure even non-creatives can guess about 5 of them. Make sure you click here to read the article and catch the full slide show of logo examples (or stop in the aha office and see the paper copy) including corporate hulks like Wal-Mart (now using the friendly sunburst, no longer the regimented star) and Kraft.
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