It’s the start of a new year and traditionally a time when many business decision-makers reflect about the year that’s been, and how they want to improve. The reimagination of the company’s logo is one of the favorite things to consider for most executives, marketing managers and other business leaders who have a say in an organization’s branding.
A logo is not something a business will change every year. Many top companies, including those that are decades old, have probably altered their logo less than a handful of times. That’s because the logo is a core part of the organization’s identity, and businesses cannot afford to change it too frequently since it could harm their identity.
Nevertheless, businesses have to pay attention to emerging design trends and redesign their logo accordingly, if necessary. They have to, for instance, think about how their logo will look on light box signs. In fact, light box signs are commonly used to attract around the clock public attention, even on highways.
If your logo does not work as well on this type of signage, it will probably not deliver the kind of advertising impact you want. With that in mind, here are some of the trends dominating the world of logo design among top brands in 2021/2022.
1. Blurred Logos
A logo is meant to clearly and unambiguously communicate the identity of a business. For a long time, that was assumed to mean having every part of the logo feature clear cut images, lines, edges and hues.
A growing number of world brands, however, are moving away from this as they experiment with blurring effects to portray movement and fluidity instead of a fixation on readability alone.
There is no single way to do it. For instance, you may blur the letters edges and leave the main body of the letters apparent.
Another approach would be to blur the logo itself but have a clearly printed brand name, so the reader is under no confusion about the brand they are dealing with. Having a blur on your logo can be memorable and captivating. It also creates the opportunity to incorporate animation in the electronic version.
2. Text Removal
The Apple logo is one of the most valuable and recognizable brands in the world. That is partly because of its simplicity.
Think Nike as well, whose logo is now depicted only by the swoosh and no longer has the name Nike alongside it. Both of these mega-brands are classic examples of how audiences love allusion, mystery and hidden messages in logos.
The text removal technique gets rids of some or all of the letters on the logo. Of course, organizations whose logo is inherently text-based may be reluctant to adopt this trend as it may require a complete redesign. In that case, they should consider adding or removing components from individual letters.
Be careful to ensure removing text does not dilute or completely change the message the logo is meant to get across.
3. Color Transition
The Instagram logo changed in 2016. It adopted a color gradient that was quickly accepted by its community of users and has been an integral part of its identity as the app soared to more than a billion monthly active users.
For some critics who viewed color gradients as a passing fad, this trend’s adoption by a growing number of large organizations has proved its staying power.
A color gradient can mix multiple colors allowing a single shade to flow into the next producing a unified look, as opposed to having numerous distinct colors in the design. Gradients don’t just work for symbols and icons, but could enhance brand names and features as well.
As a lifestyle and design trend, minimalism has been around for decades, and it’s actually not new in the world of logo design.
More companies are adopting it in recent years as they align with the overarching cultural trend that “less is more.” Minimalist logos eschew embellishments and frills in favor of a single, simple design that may be applied to different media and backdrops.
Simple logos are more memorable, appealing and leave a strong impression on the target audience. They are also easier to view on mobile phones and other smaller screens.
When giving a logo a minimalist transformation, bear in mind that you should have a specific message for the audience. Think about your brand’s unique personality and make sure the redesigned logo will work in multiple scenarios.
Applying the overlap technique is one of the quickest methods of adding motion and dimension to a logo. Your logo could appear to be in 3D if the overlap creates the right illusion of depth. Depth automatically expresses the concept of motion. As a result, the logo will attract attention and stand out.
Overlapping elements create intrigue while adding some diversity to the design. Its two or more elements sharing a space, but without obstructing each other. There is a union of different parts, yet each individual component somehow retains its distinct profile. Adding blending colors ensures the overlapping elements come together seamlessly.
Symmetry refers to the mirroring of one side of the logo onto another such that the two halves have an identical appearance. This design may be applied to part of the logo or all of it.
Logo symmetry can have a high impact. Think of the BMW and Red Bull logos. The human brain is naturally drawn to repetitive patterns and logo symmetry does just that.
Geometric shapes are one of the oldest styles in logo design. While geometric style is seeing a renaissance, it is now more than simply adding basic geometric components into your logo’s design. Rather, the geometric shapes frame additional brand elements within the logo.
You may think that going for geometric shapes is going to limit your creativity, but there are actually countless distinct patterns and styles you could potentially come up with. Allow these shapes to anchor impact without losing visual distinctiveness or meaning.
Change Your Logo as Needed
A logo is a visual representation of an organization’s identity. It is the image that first comes to mind when someone thinks about the business or product. Therefore, it is vital that it conveys the message the brand stands for.
Each company must not only have a logo, but also be open to amending it over time to make it more representative of the business’ evolving overarching values and design trends. You do not have to change your logo in 2022, but if you do, it would be a good idea to consider these logo design trends that some of the world’s top brands are a part of.