Are Script Logos Dead? with James Bowie & James Edmondson

In 2023, we saw Eddie Bauer and Johnson & Johnson retire
their widely recognizable script logo for a basic sans serif
type, causing a sweep of panic in the design community. Are all
script logos doomed? To find out whether this is an actual trend,
we consulted type experts James Bowie, Fast Company contributor
and sociologist at Northern Arizona University who studies trends
in logo design and branding, as well as James Edmondson, Type
Designer and Founder of OH no Type Co.


To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.


Created by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and
scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and
coordinated by Jill Jeffries, produced by Brianna Belcher, and
artwork by Stephanie Kim.