Really, the thing that lands farthest from the mark is the logo design itself, which was reduced to a simple blue circle in the 2012 redesign by Wolff Olins. Newspapers still appear on paper to this day, and while nonexistent in our real-world 2015, a news media drone carrying company branding might still be something we see in our own future, given the direction things are going. Regarding color, they still use blue, though it is maybe a little different from what was used by the real-world USA Today of the 1980s.Īs for the logo’s usage in the film, what we see are reasonable predictions of how it would be applied in a future world. There was also a thin outline added around the perimeter of the globe. And in the interior line work, the thick and thin arrangement has been flipped, changing how the shading appears. We also see it employed again in the film, in type that appears on the Hill Valley police vehicles (Figure 2.3).įor the USA Today globe (Figure 2.4), gone are the lines that would have extended from it to the type. I’m not sure where it started, but the first instance that comes to mind for me is the Blade Runner logo from 1983 (Figure 2.2). This is a pretty common typographic treatment in science fiction. In the case of the A characters, this line takes on the role of a counter. Across the upper half of all of the characters, there is a line that cuts through them at a uniform height. Instead, it appears in custom sans serif lettering, with geometric qualities like uniform character weights, and 90 degree turns with rounded corners taking the place of smoother, rounder curves. Returning to the logo (Figure 2.1), we can see that the type is no longer set in Futura as it was in the 1980s. 1 In the USA…” with 3 billion readers daily - indicating future population growth. Closer examination reveals that the newspaper is brought to you “Via Compu-fax Satellite” and that it is “No. While the paper’s masthead looks like the design used by USA Today in the 1980s, the logo immediately jumps out as having changed. When Doc Brown and Marty are in the futuristic year 2015, Doc reveals the reason they are there by showing him the front page for an issue of USA Today, where Marty’s future son has been arrested.
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