What do you want?!
This week, work by Zuru Edge and Saint Urbain, plus the finest historical logos added to LogoArchive
What do you want?!
Opinion by Emily Gosling
What does Gen Z really want? It’s the question at the heart of a thousand nigh-on identical think pieces; and at the fulcrum, it seems, of endless board meetings chaired by Gen Xers, and populated by ‘geriatric Millennials’, like me.
My generation was simple. We wanted avocados, didn’t we? We wanted everything to be in millennial pink and to have brunch every day (bottomless on weekends).
But Gen Z, so we’re told, are different – they’re far more morally evolved types. Conscious consumers. They care about the planet, but not about gender. They do lots of lip syncing on Tik Tok, and inexplicably, unironically, like Nu Metal. They celebrate their acne by covering spots with cute little stars rather than hiding it away by caking on layers of foundation and concealer a la Superdrug-girlie circa 2002.
Obviously it goes without saying that Gen Z – i.e. every single person born between 1997 and 2012 – is not a uniform, monolithic entity. It’s a vast swathe of people just trying to muddle through their lives in consistently trying 21stcentury times. And as such, the answer to what they want is probably things like job prospects, financial stability, affordable tuition fees, an end to things like deepfake porn and the influence of Andrew Tate.
But that’s all by the by in those aforementioned boardrooms. There, Gen Z wants little more than all-lower-case lettering; bright colours (‘funky!’); a faintly Web 1.0 ‘aesthetic’; and an insistence from the brands aimed at them that they ‘don’t see gender’…
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All the logo inspiration you’ll need.
LogoArchive is the world’s largest online historical logo book. Dive deep into an archive of over 4000 logos carefully selected and digitised, with more added everyday for endless inspiration. Above, some of the recent gems added to the archive.
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In good faith
Opinion by Angelica Frey
Buena Fé is the first 100% organic tequila-based cocktail-in-a-can, and is made in Jalisco, Mexico, the ‘birthplace of tequila’, where the spirit was first distilled. The drink is made with 100% Blue Weber Blanco tequila, which means that all the alcohol in Buena Fé comes from the agave plant. Unlike your short Margarita, or shortish Paloma, these ready-to-drink cocktails are longer sparkling drinks, belonging to the category known as ‘tequila quenchers’, ‘tequila soda’, or ‘ranch water’ – relatively low in ABV (3–7%), basically alcopop all grown up.
Launching in 2022, Buena Fé wanted a brand that communicated Mexican craftmanship, quality ingredients and the theme of refreshment, and so the team enlisted Saint Urbain to provide a full suite of services and develop ‘a brand identity that felt as organic as the product itself’. This work included naming, resulting in Buena Fé, a Spanish phrase that translates to ‘in good faith’, to reflect authenticity, transparency and the brand’s Mexican heritage…
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Brand Archive: Utu
Be inspired by the industry’s latest and best. Brand Archive has the logos, colours, typefaces and applications from some of the world’s best brands. It’s a resource like no other. New additions this week include Utu and Nike Run.
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Tokyo Metropolitan Government – Logo Histories
Discover the concepts and fascinating story of Rei Yoshimura's logo for Tokyo Metropolitan Government. Told by the internet’s largest archive of logo histories.
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Quick links:
Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
Logo Histories – Stories behind great historical logos.
LogoArchive Shop – Vintage design books & LogoArchive Zines.