One of the things that annoys me about design is following a strict standard that we are all taught in school. For example, I’ve been taught to define the colors, shape, size, etc. of logos. But what happens when we design a logo to take on the attributes of where it is used.

To explain what I mean, take a look at the Antartico logo I found on Design Shack.

The logo is design by Lorenzo Franchini.

I’m not sure what his intention is for the design, if it will always take on the texture background. But that’s exactly what I want to point out. The logotype and symbol just isn’t a simple color or gradient. It takes on the attribute of the background.

So my question for my fellow designers, should logos take on the attributes of background textures and colors? How does that change the dynamic? Should we allow that but also limit the use?