As I was reading the printed edition of The New York Times over the weekend, I came across with a very interesting article on corporate identity; the article basically talks about new trends on logo design and the reasons that may have pushed companies to refresh them. To read the article, simply click on the source link above, once there, you’d also see a really cool animation showing the elements each logo shares with one another. Personally, I think that as the average consumer has tighten up his belt due to the low economy, and there’s much more concern about the environment along with other social issues, some major companies have chosen to polish their brands in order to project a much friendlier, and accessible attitude, so that consumers feel more confident to buy their stuff. Though some of these designs are indeed quite pleasing to the eye, I cannot help to be a little cynical and anticipate a major overflow of happy looking logos, I just hope that the great majority will not have warm colored flourishes on top, or placed on the side for that matter…