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The identity design for the Department of Architecture at ETH Zürich, a noted science and technology university, uses a specific visual language in addition to its logo.

GOTTSCHALK + ASH INTERNATIONALFritz Gottschalk, Zürich, Switzerland

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Certain logos are laughably dated. We look at them and find them nostalgic, or quaint. From the cartoon mascots of the 1960s to the psychedelic forms of a 1970s brand logo, they all share the attribute of being locked in a specific time. Design is not Darwinian. That is, it does not evolve and become “better” with ...

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