Maybe I’m just slow to have caught on to this trend, but it seems more and more companies are embracing logos that encompass a wide range of tones and depths. I particularly enjoy these logos because their variety of color strikes me as exciting and whimsical, while still requiring a keen eye for the palette the companies are creating. The ability, too, to create shadow without necessarily darkening the logo is one that interests. The vibrant pastels of these logos still have depth because of their relative/internal contrast, not because of the older style of deep curvature/shadowing. I also appreciate the logos above for their ability to iterate on a familiar theme or brand. iTunes and Instagram have here maintained their familiarity while also advancing their aesthetic into more current/modern straights.