August 11, 2023

Beauty is in the eye of the beholder.

When I first came up in my graphic design career (ca. later-’80s), logos were created mostly by drawing. Then in the ’90s, desktop computer applications like Aldus Freehand and Adobe Illustrator allowed designers a much broader range of options and flexibility.  These days there seems to be an increasing use of programming to create “generative” logos. In fact, animated and generative logos are often part of the first design considerations.

From what I’ve seen, most generative logos are generally not so great. I submit the Norwich University of the Arts new identity as an example. Ironically, despite the advanced technology, this logo looks like the goofy stuff designers were doing in the ’80s to look “edgy.” Not many of those logos survived for long.

Anyway, you be the judge.