Article by creativebloq.com
What makes a logo special? Do we judge its effectiveness based on utility? Is its value determined by how well-received it is? If you want your logo to feel remarkable and relevant, you need to keep an eye on how logo design trends are evolving. Herewith I present you Six logo trends that look set to continue into 2019 and beyond. These trends in logo design are sure to dominate this year
Simplification
We’ll start with a trend that’s been popular for years now, but still shows no signs of abating: simplification. We’re talking about, in the words of FINE´s design director Joe Flory: “an overarching trend to eschew extraneous ornamentation in favor of a simpler and uncompromising visual aesthetic”.
When it comes to logo design and branding, there seems to be a trend towards simplifying things, so either taking the existing brand or logo and simplifying it, or completely redesigning the logo to be cleaner.
Good examples of this are Pentagram's American Express rebrand, which tweaked and cleaned up the original, and the Uber rebrand, which was a total redesign in order to freshen up and simplify.
While the trend for simplification is all-pervading, the reasons for doing so can differ. Some companies that have their logos and brands freshened up are happy with what they stand for. In the case of Uber, however, the redesign was part of them trying to move away from recent controversies and present themselves in a new light. In both cases, though, it's an ongoing way of evolving an established brand to make it feel more current and contemporary.
This trend probably has a fair way to run, because it's at least in part a reflection of what's been happening in the design of digital interfaces... and digital is only going to become more important for all companies.
2. Responsive logos
The needs of digital are having a big effect on how logos are designed, this goes beyond mere simplification. Due to the increase in mobile platforms, responsive logo design is becoming increasingly important.
A responsive logo is fully scalable for the modern web, but it’s not just about size. We're also seeing a trend in dynamic identity, where logos are beginning to behave differently than before by using data and changing based on whether a user is signed in or out.
For example, when a user logs into their Google mail inbox, there’s an icon at the top-right corner that differs from their personal account to their business account. Between accessibility, tools, and photo, this is just one example of logos adapting their image depending on the data attached.
3. Authenticity
Not every brand in 2018 was trying to simplify its logo, and nor should they. This idea of simplifying things is particularly relevant for any brand with a strong digital presence. But where it might not be so relevant is for brands that perhaps want to communicate a more natural aesthetic.
For example, consider wine labels and earthy food brands, such as the organic food retailer Abel & Cole. It does have a digital presence, but it also has a more rustic feel to its branding in order to reflect what it's about.
So, what exactly does ‘authenticity’ mean in the context of identity design? It means being yourself and being honest about who you are. Brands are asking themselves: 'How can I be myself if I’m using the same font as a hundred other brands, especially when that other brand is a real asshole?' In response, brands are making custom fonts that honestly feel like themselves, and no one can copy them.
Brands are asking how can I break through to millennials using the same pink everyone is using? Well, you can’t, so they’re finding new approaches to colour, taking steps to ensure that colour speaks to who they feel they are as a brand, and not viewing colour as data points to their target audience's liking.
In short, there’s no one blueprint for being authentic with your logo design, but that’s kind of the point. it’s all about asking questions… For example, if our brand is brief and snappy, should we be using a bold and condensed font? If we’re all about relaxation, should we open up our kerning and let our message breathe? A level of self-reflection is influencing every design decision being made, and if brands aren’t asking those questions they’ll soon be scrambling to catch up.
4. Sustainable logo design
Does the need for a brand to appear authentic conflict with the urge to simplify? In the eyes some designers it doesn’t have to.
A big reason for the simplification and graphic reduction of logos we’re seeing is that whilst identity systems might evolve as design trends change, logos have a much longer timeline.
A more classic logo design will stand the test of time better than one tied to the stylistic trends of the day, while the surrounding identity can flex according to changing expression requirements. For this reason, we think we can expect to see more brands simplifying their logo in favour of expressive brand systems that can flex more rapidly.
In other words, rather than bringing out a totally different ‘on trend’ logo every couple of years, we’re seeing a return to classic design values, where brand innovation comes from various touchpoints, but specifically not the logo. The 2018 logos for Uber, healthcare app Zocdoc, communication protocol Zigbee are examples of this trend.
Another recent example can be seen in Taxi Studio’s rebrand of Carslberg; on its launch, creative partner Spencer Buck told us: "The new design system is very much anti-trend. It's designed to be permanent, or more permanent than any iteration of the design system has been before. There shouldn't be any need to change this for a good long time. That's part of the sustainable thinking that was built into the very core of the brief."
Trends are short-term, and that’s great if you’re in advertising, but not if you’re trying to create something that’s going to last, and still look appropriate in the medium or long term. Think about Coca-Cola’s identity, which transcends any trend, versus Pepsi, which keeps trying to change and be trendy.
5. Getting playful with fashion logos
If brands are becoming more focused on the long-term when it comes to their core logo designs, that doesn’t mean there isn’t room for fun and innovation in secondary or one-off logos. And the fashion world has been leading the way in getting playful with its once-sacred logos.
Over the course of the past year, major brands have begun to engage heavily and publicly in creative collaboration, such as between US fashion designer Virgil Abloh and Nike. The latter, interestingly, includes a fun new take on the classic Nike logo, which might once have been considered too important to mess with.
Another example in 2018 was the collaboration between H&M and Moschino, with the resulting logo 'H&MOSCHINO' appearing on T-shirts, innerwear and accessories. There was also a similar mashup between Moschino and MTV, to create an 'M[tv]OSCHINO' logo. For a Swedish fast-fashion brand and a high-end Italian couture house to dilute their respective identities in this way might have been unthinkable a decade ago, but the pull of mashup culture is a strong one.
These collaborations are at the core of how brands are connecting with a generation who are constantly trying to differentiate themselves. Looks like personal style choices are not necessarily dictated by a particular subculture, as they once were, but rather by the amalgamation of all contemporary culture. What really matters is standing out as an individual with a unique perspective on style.
06. Gradients
If core logo designs were streamlined and simplified in 2018, then one way that designers have attempted to add a bit of added interest has been through colour.
2018 a growing trend towards the use of gradients within logo design. But while the use of gradients can be quite full-on, most notably in the branding of Apple and Sky, it can also be used more subtly.
The John Lewis and Waitrose Partnership rebrand by Pentagram shows the new Waitrose logo with different bands of green, a sort of deconstructed gradient. The spacing between the bands of the colours also achieves a feeling of transparency, a key feature brands want to portray. Other notable brands to use gradients in their logo redesigns this year include Disney Plus, Firefox and Trivago.