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Gradients, or rainbow designs, are the hottest new trend to hit tech and media.

The big picture: According to design experts, the trend seems to be a rebuke to the simplistic design trend that captured the early 2000's, when web logo simplicity was more functional.

Driving the news: Facebook unveiled its new logo Monday, showing off a gradient of rainbow colors in the text.

  • HuffPost also unveiled an updated design with gradient colors on Monday.
  • HBO Max has gradients in its new logo, revealed last week.
  • Twitch added gradients to its redesigned logo in September.
  • Apple may be revisiting its famous 1977 gradient logo, reports have suggested. That era for Apple was a stark difference from the Steve Jobs era that continuing through until today has embraced monochromatic, minimalist design.

Flashback: The trend seems to have kicked off in 2016, when Instagram famously unveiled its updated gradient camera logo.

  • At the time of Instagram's rebrand, acclaimed Michael Bierut said on his design podcast that the gradient may create a sense of nostalgia — a throw-back to the early days of the internet when tools like Microsoft Paint empowered users to use very harsh design tools, like gradation filters.

The big picture: According to design experts, the trend seems to be a rebuke to the simplistic design trend that captured the early 2000's, when web logo simplicity was more functional.

  • "I believe that some brands moved to flat designs this century to improve their digital presences," says Ashleigh Axios, former Obama White House creative director. "Today, however, technology has improved enough that even more complex color gradients can be made with code and load in our products without such extreme implications."
  • "I think in the case of giant brands, the thinking may be that the only thing more powerful than owning a single color — like IBM's blue, or Coke's red — is to own the entire spectrum. In the digital age, a million colors cost the same as one, so why not?" Bierut emails.

The bottom line: "More recent introduction of saturated, multi-colored gradients is likely a reaction to the feedback about boring logo treatments," says Ashleigh Axios.

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Data: Compiled from state health departments by Axios; Map: Danielle Alberti/Axios

At least 15 states broke their single-day novel coronavirus infection records this week, according to state health department data reviewed by Axios.

The big picture: The number of coronavirus cases increased in the vast majority of states over the last week, and decreased in only two states plus the District of Columbia, Axios' Andrew Withershoop and Caitlin Owens report.

Updated 6 hours ago - Politics & Policy

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Illustration: Aïda Amer/Axios

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  5. Politics: Trump extends PPP application deadlineKimberly Guilfoyle tests positive.
  6. World: Mexican leaders call for tighter border control as infections rise in U.S.
  7. Sports: 31 MLB players test positive as workouts resume.
  8. 1 📽 thing: Drive-in movie theaters are making a comeback.
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In photos: America celebrates July 4 during global pandemic

Photo: Francine Orr/Los Angeles Times/Getty Images

The U.S. has already celebrated Easter, graduations and so much more during the coronavirus pandemic, and now it can add July 4 to the list.

The state of play: Axios' Stef Kight writes public parades and fireworks displays around much of the country are being canceled to prevent mass gatherings where the virus could spread. Hot-dog contests and concerts will play to empty stands and virtual audiences — all while American pride treads an all-time low.