Currently, in the field of logo design, there are a lot of possibilities and various approaches for the optimal solution of the problem posed by the client. This is due not only to the constantly changing requirements of customers, but also to the development of technologies that allow designers to discover new, previously unknown, directions in their profession. Of course, a modern logo designer has the right to choose any of them, but here it should be borne in mind that each project today is unique in its own way. Often this is a challenge to the ingenuity, creativity and professionalism of a designer, therefore, in such a difficult task as creating a logo, there are no and cannot be universal recipes. With all the freedom in choosing directions, with all the variety of possible solutions that are embodied in logo design today, you can still follow the general tendencies and the most popular techniques that set peculiar trends both in graphic design in general and in logo design in particular. We will talk about them today.
Speaking of trends, it is worth noting immediately that their relevance has a different length of time: there are shorter-term trends, and there are trends, the interest in which has not waned for many years. Both depend on the symbiosis of the designer's ideas, the perception of the client (the consumer of the logo) and the environment (for example, circumstances). While writing this article, we have tried to cover both short-term and long-term trends.
The choice of bright, pulsating color for a modern take is combined with a minimalist or traditional approach to the graphics of the logo itself. This trend is primarily due to the need for high competitiveness. The bright color attracts attention, catches, creates a feeling of anxiety and does not leave you indifferent. The neon colors that are characteristic in 2020, in the new trend, gravitate more towards shades of juicy fruits, tropical plants, azure sky and water. The positive outlook, which the expressive colors of the tropics carry, goes over to the image of the company / product represented by such a bright and memorable logo.
Examples of logos using bright, vibrant colors (from left to right): Gastro (by Safari Studio), Orchi (by Al Gendi), Inojo (by Hola Bosque)
Examples of logo and packaging designs using bright, vibrant colors: Orchi project (by Al Gendi)
Freehand drawing, aestheticisation of roughness and inaccuracies in shapes, strokes and lines, moved from the general trend of graphic design to the area of logo development. Stylization for a sketch or drawing when developing an identity conveys the personal nature of the care and responsibility of the creators of the brand, conveys the value of a unique, genuine individual experience and outlook on the world. Although logos in this style have an incomplete, as if unfinished look, these special imperfections make them more accessible and closer in the mind of the consumer.
Quick Sketch / Freehand Logo Examples (Left to Right): Leaf&Land (by Ryn Frank Design), Apple Village (by Jessica Levitz), Alice&Rosa (by Minna So)
Gradient fills are a vivid example of a long-term trend. It's hard to say with certainty how long they will remain in the lead, but today they rightfully take their place and are still very popular among logo designers. Gradients allow you to give a strict and verified graphic solution an additional zest, eliminate the excessive dryness of a simple, laconic logo, give emotion and expressiveness.
Recently, gradients consisting of bright but cool neon colors have been especially popular. Even a very discreet graphic sign can transform beyond recognition and demonstrate its relevance.
Examples of logos using gradient fills (from left to right): Avasam (by Aiste), Arione (by Sumon Yousuf), Margaret (by Imon Ahamed)
An example of a logo and corporate identity using gradient fills: Cashtree project (by MinJee Hahm)
Here is another striking example of trends that are not dying. While the idea of using the void between form (counterform) to create additional meaning and expression in logo design is not new, this approach is now gaining in popularity. For the consumer, noticing this second object formed by the counterform space and counting the whole idea is like a reward for observation. Years of experience have shown that such brands attract audience interest and are remembered for a long time.
Creating a logo using counterform is not an easy task, but the time and effort put into it will no doubt be rewarded.
Examples of logos using negative space/counterform (left to right): Pizza (by Akdesain), Aircare (by Clara Mulligan), Castello (by Batraz Dzidahanov)
Previously, companies, trying not to get lost against the background of competitors, and fighting for the attention of the consumer, chose complex, detailed and effective logos, oversaturated graphic space. There was more and more noise in it and less and less individuality remained, understandable to the audience. These processes should inevitably lead to the emergence of a trend towards simplifying the form and composition of logos, which happened not so long ago by historical standards.
Striving for conciseness, the designers drew attention to the expressive possibilities of simple geometric shapes or their combinations to create a clear image and convey brand values. Such logos are easier for the consumer to remember and look fresh and relevant.
Examples of logos using basic shapes and simple geometry (left to right): Pulse (by Agata Walas), Sellx (by Jeroen van Eerden), Dahmakan (by Bazil Zieel)
An example of a logo and corporate identity using basic shapes and simple geometry: Pulse project (by Agata Walas)
The trend of building vertical logos is unique. Without a doubt, this has not happened before, this is something new in the history of logo design and corporate identity. This trend was born, most likely, as a result of the massive use of mobile applications by people, as well as the need to use vertical forms of logos in mobile versions of sites. This circumstance forced the designers to look for new ways to arrange the logo and slogan into a single capacious image.
The vertical logos are based on the Art Deco aesthetic, in which elegant vertical frames have been applied with special love, and the use of semi-oval shapes in them gives special expressiveness to such solutions. It is also worth noting that in the near future, many designers will begin to develop this direction in view of its special versatility. Apparently, this trend has come to us for a long time!
Examples of tall vertical logos with ovals (from left to right): Dandelion (by Huynh Viet), Pharus Training (by Ceren Burcu Turkan), Pizza Garden (by Md Humayun Kabir)
Elements that are simple in form, such as parts of geometric shapes, planes and lines, can, when superimposed, create a very interesting visual effect at their intersections, which many designers have been actively using lately. In addition, when creating logos, these effects are often integrated with mirror symmetry or rotation around a single center. This is not done by chance, since according to the results of many studies, people like the symmetrical shapes of logos, which make them feel secure, confident, orderly and reliable. All this together gives the audience a very expressive and memorable graphic sign.
Of great importance in such logos is the choice of the color of overlapping objects, since when they intersect, their own special shade appears. Overlays and intersections look very modern and technological, such solutions can suit many brands that strive to always remain relevant.
Examples of logos using overlapping and overlapping elements (from left to right): Flow (by Vadim Carazan), Synergy (by Allan Peters), Frisbee (by Jeroen van Eerden)
An example of a logo and corporate identity using overlapping and overlapping elements: Benevolent project (by Designworks Studio)
Turning to expressive means of optical (visual) illusions in logo design can be an excellent solution if you need to grab the attention of the consumer. Such techniques force us to consider the logo for quite a long time, thereby creating interest in the brand's products or services. Optical illusions can be very different: color, volume, dimensional, etc. Recently, effects that imitate not volume, but movement have become popular. So, with the help of an optical illusion, a moderately laconic and inherently static logo acquires the energy of endless movement, and this cannot but fascinate!
Examples of logos using optical illusion techniques (from left to right): Sφera (by MisterShot), Kwikbit (by Allan Peters), Abstract geometric mark (by Pragmatika Design)
Publication date: 10 January 2022