• Offbrand: Reinterpreting Logos from the 80’s and 90’s

    As a seasoned graphic designer, I believe in the power of strong visuals – especially logos. Unique marks combine color, form and (in many cases) type to leave a lasting impression on its target audience.

    Some of the biggest brands from my childhood – McDonald’s, Nintendo, Pepsi, etc. – did just that. But with the benefit of time (I’m quickly closing in on 40. ACK!) and reflection, I’ve come to understand that the experiences I had with those brands were far more powerful than a simple logo.

    In light of this realization, I wanted to reinterpret some of the most memorable logos from childhood (80’s and 90’s) to reflect my memories. It’s time to fire up the DeLorean and go for a spin…

    Famous Boss (Burger King parody) by lunchboxbrain

    Scene: Mid 80’s,Crossgates Mall in Albany, NY
    Me: “Where are we going?”
    Parents: “Burger King.”
    Me: “Uhh, there’s a king of all burgers?”

    There sure is. And in the mid-80’s, I was introduced to his majesty. I remember ordering my food, grabbing that adjustable golden cardstock crown, sizing it to fit my scruffy skull and transforming myself into royalty. In that moment, I was most famous of all bosses…I was the Burger King.

    In The Zone (Nintendo parody) by lunchboxbrain

    My life was forever changed when the Nintendo Entertainment System hit the streets in 1988. I vividly remember feeling an wave of joy and amazement when one of my childhood friends proudly announced that he was the proud owner of the NES Action Set (the console, two controllers, a zapper, Super Mario Bros and Duck Hunt). In no time, we were zapping ducks and battling bosses for hours on end. We were playing with power. We were in the zone.

    Special (Starter logo parody) by lunchboxbrain

    If you owned a Starter jacket or hat in the late 80’s/early 90’s, you weren’t just cool…you were special. I don’t recall when I got my first and only Giants starter jacket (let’s say early ’90s) but I do remember feeling like a BOSS. While the star has lost its shine, I wouldn’t be surprised to see Gen Z kids boomerang back to Starter as a throwback status symbol.

    Ouch (Lego logo parody) by lunchboxbrain

    I’ve been a maker/creator/builder for as long as I can remember. I didn’t have huge, elaborate sets. I had just enough to put together small creations. The problem with owning a bunch of random legos is that small, sharp pieces can easily go missing. If you catch a brick at just the right angle, it feels like you stepped on a shard of searing hot glass. Note to all Lego enthusiasts young and old: buy yourself a solid pair of slippers!

    No TV (MTV logo parody) by lunchboxbrain

    My parents weren’t cheap. They were frugal. They knew the true value of a dollar and how to stretch it. They also knew that, despite the begging and pleading from my sister and I, cable TV was a luxury that we could afford to live without. Thankfully, a few of my friends’ parents weren’t as cheap frugal and every now and then, I was able to bask in the sweet computer generated glow of Dire Strait’s Money for Nothing video. In all fairness, my parents did relent after a few years and hooked up the cable hook up. Ironically, I’m now a proud cord cutter. ¯\_(ツ)_/¯

    Excited (Doritos logo parody) by lunchboxbrain

    You may call it powdered cheese product but I call it magic dust. For me, the opening of a Doritos bag signaled the start of a good time. I remember kids at the lunch table in school would trade just about their entire lunch to a classmate who had a single-size bag of Doritos. Ruffles, schmuffles. Cheetos, schmeetos. Generic nacho cheese tortilla chip??? Oh hell no. No processed crunchy snack could pack the crunch AND the taste like Doritos did.

    K Mom (KMart logo parody) by lunchboxbrain

    Before the rise of WalMart, there was the mighty KMart. The phrase “Attention KMart shoppers!” brings back a flood of memories. Much like my wife and I take our kids on a weekly sojourn to Target, my mom would drag me on regular trips to the big K. It went a little something like this:

    Mom: Hew Drew, get your coat and shoes on. We’re running out for a quick trip.
    Me (in the midst of cartoons, video games or a Calvin & Hobbes book): Awwww. Where to?
    Mom: KMart.
    Me: Uggghhh…
    Mom: If you’re not in the car in 3…2…
    Me: K, mom.

    I’m now convinced the blue light special represented the shared sadness of the kids who got dragged to KMart.

    Burps (Pepsi logo parody) by lunchboxbrain

    Pepsi was billed as “the choice of a new generation”. In reality, myself and other 80’s/90’s kids has a bazillion other choices when it came to soft drinks – Surge, Tab and Shasta to name a few. With that said, I could always count on Pepsi to deliver the goods during an epic burp battle with my friends. I tip my Starter cap to you, PepsiCo.

    Dude (Nike logo parody) by lunchboxbrain

    You could ask 10 basketball fans who’s the greatest player of all time and get 10 different answers. For my money, nobody balled better than Michael Jordan. As the leader of the dominant 90’s Chicago Bulls, Jordan won six NBA championships and five league MVP titles. Did I forget to mention that he was a legendary dunker? His moves off the court were equally impressive. His partnership with Nike elevated the brand to new heights ($2.5 billion in annual sales to be exact). Air Jordans were one of the ultimate status symbols in the 90’s. If you walked in to the first day of school with a new pair of Jordans or new Nikes, the general response was “DUUUUUDE!”.

    Americans (McDonalds logo parody) by lunchboxbrain

    Growing up in the 80’s and 90’s, the Cold War was everywhere. Russians were Commies and Commies were the enemy. It was as simple as that. But sometime between 1989 and 1990, after years of diplomatic efforts, the Cold War thawed out. What better way to signal this historic development than to open a McDonald’s – an iconic American brand – in Moscow. I remember watching the news and seeing massive crowds of Russians waiting in line to get a taste of freedom. In my mind, for a few fleeting moments, those Russians became Americans. If only things were so simple now.

    Always Outside (AOL logo parody) by lunchboxbrain

    Scene: My house, present day
    Me: “Hey kiddo, it’s beautiful outside. Get your shoes on and play outside.”
    My 8 y/o old son (in the midst of video games or a Netflix binge): “Awww…just a few more minutes, k?”
    Me: If you’re not outside in 3…2…
    Me: Gahhhh. K, dad.

    With the exception of the occasional video game marathon, my friends and I were always outside. We rode our bikes, played H.O.R.S.E. and generally beat the hell out of each other until dark. It was great. It was life before the internet. That was before AOL spread like a world wide wildfire. American Online blew up in the early/mid 90’s. For me, AOL was the first (painfully slow) gateway to the web. Web pages, chat rooms and email, oh my! Has the evolution of the web had some tremendous benefits? Sure. But I encourage you to log off, power down and get outside…as soon as you’re done reading this post 😉

    Blink (Kodak logo parody) by lunchboxbrain

    In the age of viral selfies and shared Facebook albums, it’s easy to forget that once upon a time, people took picture with actual film. There’s a pretty good chance that if you said “SAY CHEEEEESE!” in the 80’s/90’s you had Kodak film in your camera. It’s been ages since I’ve shot anything on film but there was something special getting your photos developed, waiting at the 1 hour photo place and then putting those new memories (yes, even the ones in which you look like an idiot because you blinked) into actual photo albums. Who knows…maybe shooting on film will become cool again like Starter jackets. I guess time will tell.