Big Ideas from a Small World

Poptimistic: the upbeat, day-glo brightness of a technicolour future.

Posted in Uncategorized by Ryan Thomas on March 9, 2009

Shepard Fairey’s OBEY imagery to one of HOPE (if I have to link those you have been living in a cave).

Logo design has even adopted this new trend. Pepsi, Kraft, Walmart are all sporting new poptimistic logos.

image_pepsilogochange1

kraft_foods_logowalmart-logo

Simply put in the last few months advertising has really jumped on the World Fair’s band wagon – if this retro optimism feels familiar that’s because it is.

Watch these two videos and if you don’t get a sense of deja vu you’re doing it wrong.

First up is Microsoft’s vision of 2019:

Now watch this retro spot from the Philco-Ford Corporation made in 1967:

I’m still waiting for my rocket car.

*Fun Fact*
Retro versions of the future are called The Paleo-Future.

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2 Responses

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  1. jwtanxietyindex said, on March 9, 2009 at 11:08 am

    Another good example of poptimistic is the campaign from Western Union. The company has print ads with copy like “Can love be transferred? YES!” and “Can I give her a reason to smile? YES!” It also incorporates design that makes use of the sunny yellow in the Western Union logo.

    • Ryan Thomas said, on March 9, 2009 at 12:44 pm

      I would love a link to an example of this work, is it futuristic as some of the old world’s fair stuff? Or with more of a modern sensibility.
      Maybe something for JWT’s Anxiety Index?

      I smile the more people I see in the little black column.


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