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neenah

arc twists

Geometry used to be simple when there were just circles, triangles, and squares. There may have been a few more oddball shapes, but I'm sure there weren't more than a dozen, tops. Then this shape appeared and it has become the graphic building block du jour. Similar in some respects to the Potato Chip trend, this appears to be a rectangle that has been twisted 90 degrees and curved simultaneously. It could be a hybrid between a piece of macaroni and a length of fettuccine. Without transparency or gradation, this is a challenging shape to visually recreate in a two-dimensional world. The proliferation of both techniques in logo design has opened up a world of previously challenging shapes to add to our visual vocabulary of building blocks. These arcs combine to express a cyclical motion, creating a dynamic essence of change. The twist also reveals change, as if turning a new page.

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Qing Li Design, Morgan Lewis financial

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TD2, SINED

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Gardner Design, Atigeo

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Ryan Cooper, Turbo Training Fitness Center

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