In logo design, as in other aspects in which trends set the pace, it is possible to return to those traits more identified with other decades. It is the agency behind the renewal of the Kodak brand, which indicates that the trend to go back to retro logos it is becoming a reality.
It is in that incessant intention to renew, demanded by the world and the system in which we find ourselves, brands tend to retouch and give a thousand turns to those logos, so that they finally become tarnished with some of the most characteristic points of other times. Kodak, the Co-op and NatWest are bringing back logos used in the past rather than creating a new one.
The most historic logos are usually associated with those brands with what is nostalgia and experience that sets them apart from that younger competitor series. Apart from the current trend of going back to retro in logos, new designs are also addressing what happened in the 60s and 70s.
Kodak is the clear example by bringing back its official symbol designed by Peter J. Oestreich in 1971. The logo was used for 35 years. Keira Alexandra, partner of the Work-Order agency, explains it in such a way:
I wouldn't say it's just nostalgia. More than that, it is a return to the principles of the company and its roots, showing a commitment to fulfill. If the foundation is strong and / or has legacy value, use it.
It not only happens in logos, but it can be see in fashion, music, sports and culture in which an attempt is made to maintain that history of popular brands that reinvigorate themselves in what made them popular.
In the previous image of the Bacardi brand you can see again how it becomes to a more realistic bat like logos between 1890 and 1931.
Bruce Duckworth, with 24 years of experience as chief designer at Turner Duckworth, says about it:
Brands are always looking for ways to distance themselves and be relevant to consumers. If your story and experience adds to your story and authenticity it is of great value to remind consumers.