I hesitate to say I’ve waved the wand of 2.0 over these logos but I’ve just updated them across the board. Since doing them I’m not 100% convinced they should be glossed and reflected by default, it needs to be appropriate and keep withe intrinsic values of the identity. There’s a lot that’s good about the brave new world of 2.0, and a lot that will date very quickly…
Keeping your identity up to date falls between to very wide posts. You either do it incrementally, subtle adjustments to keep it eternally young or you radically force new life into it. In this case it’s the first option.
Without trendy curves and gloss, below…
