"One of something ugly is ugly. Many of something ugly is beautiful." This long-standing design adage comes to life with this trend. Sometimes you can max out embellishment to the point where the viewer is simply stupefied. These marks certainly grab the consumer's eye with purposeful and symbolic texture that helps to finish the punch line of the logo.
Scale is critical to the success of this trend. Too small and textural messages will vanish, regardless of beauty. These are not filled with a traditional pattern but are often illustrated with a unique visual message that gives context and dimension to the shape. The eye can tell there is more than one layer to these marks and that always assures the second look.
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