As I'm looking through a book of logos made by Pentagram over the last 30 years, it's hard to think that the current trends and styles of company logos today are where design is headed. Especially the shiny tech start ups.
On one hand, all the bold colors, gradients and shadows are pretty great. Everything looks so crispy. But the amount of thought and concept behind the black and white logos in the book is just awesome.
I think the key to keeping that concept alive, but staying current, is to remember to make sure your logo holds up in flat black and white.
I wonder how a lot of the trendy tech start ups would look in a single, flat color.