The look and tone seems to borrow from fan-favorite comics
Though no actual footage or concept art for the show was shared during the panel, an extended logo animatic was played to give fans a look at the general aesthetic Hawkeye will aspire to–and the direction seems both totally new and extremely familiar. The logo, color scheme, and design choices evoke the sensibilities featured in the iconic Hawkeye solo series by Matt Fraction and David Aja, which focused on Clint’s time away from the Avengers as he managed an apartment building in Bed Stuy and struggled to live a functional, mundane life.
This is interesting, considering just how vastly different the MCU’s incarnation of Clint has been from the Fraction/Aja character. In the comics series, Clint was a put-upon, clumsy, perpetually exhausted goofball who was more often than not covered head to toe in bandaids–the result of whatever stupid, dangerous situation he inevitably wound up in–and made use of hearing aids and sign language after he was partially deafened on the job. He also cared for a pizza-eating rescue dog named Lucky–or, as Clint would often call him, Pizza-Dog–arguably the best supporting cast member in any comic book ever.
We can’t actually be sure if the logo design and animatic are any real indications of what the show will actually deal with–it’ll certainly be a pretty massive departure if that is the route the show decides to go–but given how beloved the Hawkeye comics are, it would definitely be a welcome change.