With the onslaught of globalisation branded superpowers leaving cities throughout the world looking similar�
A new book called Los logos by Buro Destruct seems to take on logos that look all the same. At least that is the premise. But looking at the sample pages available it looks like they are not following through as advertised. I would not be able to tell what each company does based on those logos, if I had to take a guess I would say the are all in the DJ business. To me it seems like all the logos in those pages looke exactly alike, very WWFT-like, and just too trendy for my taste.
It might be that the purpose of the book is to reflect the actual state of identity work being done in Europe (I think) as opposed to a book about logos that work and aren’t following a trend. In which case, fine, but don’t label a book as showing work that is truly unique and doesn’t leave companies looking similar, when all it’s doing is displaying logos that, although different, have the same monotonous approach.
I think the premise of the book is to decry the fact that you can go to any major (and most minor) cities around the world and find Gap, McDonalds, Levis, Starbucks, etc. Hence, they are showing work, I assume, that is for smaller, locally-based corporations, record labels, fashion houses, etc. On theory, these logos should be informed by and appeal to the local marketplace and not the need to be trusted by 5 billion hungry mouths around the world.
Of course, I make all these assumptions based on the book description and the very small page images I could see.
My guess is it's just another excuse to do a book of trendy logos. Exactly how many of these does the marketplace support, anyway??
On Oct.14.2002 at 01:39 PM