Logo design is key for every company. The design has to connect. It has to work. It needs to engage with its audience otherwise the company will potentially stand to lose business from the start. Logo design is a huge part of a company’s branding, therefore it has to work on every level.
One way to help make sure the logo design works is to take a look at current logo trends. This way you can get an idea of what is already working for similar businesses, it’s a bit like a head start in the design race.
But first of all, what is a trend and why do people/companies follow them and when does a trend stop being a trend and become normal?
Well, the dictionary definition of ‘trend’ is ‘a general direction in which something is developing or changing’ and we follow trends because it gives us a sense of approval. It makes us feel like we belong to a larger movement. When a trend or idea becomes overused or saturated it loses its appeal and has the opposite effect.
This is the same with logo design, we follow design trends from colour, shape and fonts. As designers, we probably do this without realising as we are always looking at new and exciting work carried out by fellow designers. This has a subconscious effect on us when producing new logo designs or branding for our clients.
I thought we’d take a look at what is happening now in the logo design world and list a few of the trends that I see being new movements for 2020/2021.
Animation is a great way of getting your logo or brand noticed, if it’s moving on screen it will be far more memorable than a static logo. It’s estimated that a consumer will look at a static logo for approximately 3 seconds but if the logo is animated the consumer will look at it for much longer.
More and more companies are rebranding with the main focus on decluttering their current branding. Simplicity is a real game changer when it comes to logo design.
Think of it this way, if someone asked you to catch 10 tennis balls and they threw them at you all at the same time how many would you actually catch, two probably, maybe three at the most. This applies to logo design too, if there is too much going on you lose focus of what the logo is trying to achieve, it almost becomes invisible in all the noise. Less is definitely more when it comes to logo design.
Retro logo design has been around for a while but it still works really well when done correctly. The good thing about retro design is it appeals to different generations, therefore, maximising customer engagement. I grew up in the ’80s and love that style of design as its nostalgic to me which appeals to my emotions. In branding, this is golden as I’m 100% onboard with the design which in turn makes me relate to the logo a lot more.
Hey folks, it’s time to rip up the rule book, get rid of the grid and be more asymmetric.
Symmetry is dull and logo design that follows this is pretty flat and unassuming.
By being more chaotic or using a ‘free’ composition style with the logo elements you will make your logo design a lot more exciting, unusual and unique which will make it a lot more memorable.
Again this is no newcomer but it still works for me. When gradients are used well in logo design you can make the logo look fresh and memorable. Strong contrasting colours or a slight shift in colour hues both work in this design approach.
I hope the first part of my blog has been insightful, maybe it’s inspired you to take a look at your current branding or logo design, is it working for you, does it connect with your audience do you stand out from your competitors?
All these things are vital in staying ahead in business.
Get in touch, we’d love to transform your current branding into something magical.