Humans are visual beings. We form our first impressions of people and things through sight, our primary sense. Besides smell, it can stimulate memories and events from our past. Employing logo design—or graphic design in general—as a marketing and branding tool is a great way to capitalise on nostalgia. This article asks if retro and vintage designs are psychologically appealing.
Types of Vintage and Retro Logos
Today, retro logos fall into two groups. The first category includes timeless brand logos that have been in business for decades. The other group uses nostalgia to attract clients. Both feature classic logos, but their uses are distinct.
Let’s look at the key visual themes of retro and vintage logos.
- These logos use nostalgia to appeal.
- These logos often show a company’s community involvement and values.
- Vintage logos often depict rural ties. Pepperidge Farms products are a famous example.
- A vintage brand logo captures their simple, rustic appeal and corporate ethic.
- Retro logos often have secret meanings beyond the well-known themes.
Famous companies with retro logos include Levis, Coca-Cola and Jack Daniel’s
How to Update Your Old Logo to Keep It Appealing
Many business owners and designers fail to realise that developing a vintage logo requires more than replicating a classic style. Additionally, the design must work as effectively now as it does while stressing its retro characteristics. The logo must be scalable, readable, and adaptable across digital and non-digital media.
The elaborate design can be simplified to maintain and “modernise” its appeal without losing charm. Historical logos sometimes contain elaborate coats of arms, fine lines and scrollwork, and other components that are not scalable or visible from a distance.
A designer can identify the key elements of ancient logos, duplicate them in a scalable way, and keep their antique appeal to make them modern. The IBM logo, simplified and modernised for current use, is an example.
How to Use a Vintage Logo to Create a Classic Feel
Knowing what logos from your era and the market looked like will help your retro logo stay nostalgic. In the late 19th and early 20th centuries, European printing was more sophisticated and expressive than Americana. In this case, the logos were less effective since the colours blended into the background and the lines were less prominent. Brown and orange pigments from that era were used because they were visible and faded little. These pieces can be combined with symbolic and design aspects for a retro look.
In summary
Vintage logos are fashionable today, and many companies want one. Whether to appeal to clients’ nostalgia or highlight your expertise, vintage logos are only great when used appropriately.
Stylistic Design are experts in website design and brand identification for businesses of all sizes. Visit our website or contact our friendly team for more information.
