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  • Amanda Stringer

What's with all the circular logos?

What are badges and why are they so popular? One word. Hipsters.



Why are people so attracted to Badge logo design?

Badges or Emblems are the most classic of logo designs. They crystallize in concrete visual terms: a message. Historically they have served as markers or designations of status, employment or lineage. They are simplified, visual brands that are versatile and easily identifiable while working across multiple contexts. Think of a policeman's badge. While the information contained inside it's borders is specific to each individual officer the iconic shape is present across the country. This is so we can quickly and easily identify who is there to help us.


I think that one of the major reasons behind the uptick in badge branding is our favorite subgroup of millennials, the Hipster.



Just take a look at these logos circa 1970's. They are round, simplified, framed by circular boarders and pretty readable. When we started sporting snap plaid shirts, serial killer glasses and reinstating the mustasche, we were bound to look at 70's design as inspiration for this specific target audience. Hence, the rebirth of the badge.


So why do I offer a badge option to my clients? Because it's easy as hell to brand. It works across multiple platforms including social media, print and web. And believe me, when I work up a design brainstorm, I usually only offer one round option. The thing is, people gravitate towards the circular designs. In fact, Manuel Lima published an article discussing the science behind why we're attracted to circular forms. In a nutshell "the circle embodies all of the attributes that attract us: it is a safe, gentle, pleasant, graceful, dreamy, and even beautiful shape that evokes calmness, peacefulness, and relaxation". That is what our brain tells us. And it's been studied an absurd amount of times. And apparently it's engrained since birth. Even babies are observed preferring to track circular shapes over straight shapes. Perhaps is the round fluid shape of our first home in our mother's bellies that attracts us to the form.


Whatever the reason, I believe the badge logo is here to stay.


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