Logology
Why Nostalgic Logos Are Booming Right Now
A new wave of company logos all include the same three-letter word
Does your local craft brewery’s logo helpfully inform you that the business was “Est. 2019”? Is the sign outside the trendy coffee shop down the street proud to declare it was “Est. 2016”? Logos declaring the year that a company was founded are gaining rapid popularity. In particular, businesses like these seeking to adopt a hipster aesthetic appear to append an “Est.” to their logos just as often as they use crossed objects or mustaches in their trademarks. Why the sudden popularity of this visual quirk?
In recent years, “Est.” has made quite a comeback, appearing in trademarks at a rate 17 times higher in 2020 than in 1980.
Before the use of corporate logos or illustrations became common practice in the 20th century, newspaper advertising was largely a typographic exercise. And aside from strategically setting your ad in one of the few typefaces available for use on the paper’s printing press or inserting a snappy slogan…
