Are script logos the new trend?

It is true that, lately, several brands have changed their logos from cursive to script. It might be a trend, but the interesting thing would be to know what has triggered it.

But, who is responsible for deciding the typeface, anyway?

According to @Jamie I. Bowie, it’s either the responsibility of corporate suits, who no longer have respect for the craft of hand-lettering, or perhaps it’s today’s schools to blame, in their refusal to teach children to write in cursive. I think I would blame technology, for totally suppressing the cursive writing, or perhaps the general idea that cursive is vintage…

Or is it the intense use of script types on screens and social media?

Regardless, it is a fact that brands are switching their logo lettering from cursive to script, with the consequent abandonment of their logo history, as is the case of Johnson & Johnson, after 136 years, or Eddie Bauer’s six decades logo. Accusations of “blanding” arose—the loss of character in the visual components of brands, and comparisons with the fashion brand logos, with just simple black types and the names: Hugo Boss, Chanel, Dior, Versace, etc.

What lies ahead, in terms of logos?

It will be interesting to see who follows – many legendary brands come to mind: Kellogg’s, Cartier, Harrod’s, Cadbury, Boots, Coca-Cola, Hallmark, or even newer as Instagram? I personally find it very dangerous for a brand to lose its historical advantage – without spider webs – but also without disregarding its history and legacy. In many cases, they could be brand’s most powerful attributes.