The Logos of Web 2.0

There is no official standard for what makes something "Web 2.0", but there certainly are a few tell-tale signs. These new sites usually feature modern web technologies like Ajax and often have something to do with building online communities. But even more characteristic among these brands is their appearance. Web 2.0 sites nearly always feel open and friendly and often use small chunks of large type. The colors are bright and cheery — lots of blue, orange, and what we jokingly call the Official Color of Web 2.0: lime green.

You can see some of these striking commonalities in Ludwig Gatzke's compilation of nearly 400 Web 2.0 logos. Read on for a breakdown of the fonts used in a few of our favorite brands.

The Softies

A clear trend in new identities is the use of soft, rounded sans serifs dominated by VAG Rounded (AKA Rundschrift), but also including Helvetica Rounded, Arial Rounded, Bryant, and FF Cocon. All of these lend a modern friendliness to what might otherwise be a cold trademark.

Oct. 2008 Update —New and underused fonts in this category: Foco, Tondo, FF Netto, Estilo Text, and FF Unit Rounded.

Some sites are reflecting the technological breakthroughs of Web 2.0 with a look that says "tomorrow's techno". Pixel faces, hard edges, and ultra simplified forms are not as common as the cozy shapes from the group above, but they represent a good portion of the latest internet startups.

Oct. 2008 Update —New and underused fonts in this category: FS Sinclair, FS Alvar, FF Cube, FF Netto, Sys, Notes Style, Purista, Stratum, Neutraliser, ITC Tetra, Stainless, Atrament

Safe standbys like Trade and News Gothic, Frutiger, Avenir, Interstate, FF Meta, FF DIN, and the always ubiquitous Helvetica continue to see use in new web logos.

Oct. 2008 Update —Using uncommon alternatives to classic typefaces can ensure a logo is unique. Here are a few new or underused alts to the standards:Trade Gothic → Spiegel, Benton Sans, Brown GothicFrutiger → Locator, FF Transit, VialogFutura → FF Super Grotesk, Neuzeit Grotesk, NobelFF DIN → Malmö Sans, Magion, Sophisto, Antagometrica, FF GoodHelvetica → see Alternatives to Helvetica

Just as there will always be trends, there will also be those designers who break from them. The following logotypes eschew the popular styles mentioned above and use new typefaces that have the potential to become timeless classics. The typeface is then used throughout the site in headers and graphics. It's a great way to reinforce a brand and set it apart:

Update – March 22, 2006:Today's email newsletter suggests some alternatives to the typefaces used in these trends. If you're not subscribed to FontShop News, you're missing out on that good stuff, plus the monthly calendar and free font. Register for a FontShop.com account or check your subscription settings to get on board.

See also:

Test the fonts in this list at FontShop.comAn annotated list of all the companies represented in Gatzke's compilation.Ben Hunt sums up "current web style".Christopher Fahey rounds up a list of other sites that categorize design style.Web2Logo catalogs the sites and hosts forum discussions for each.