Brand identity and awareness are some of the most important things a business needs to develop in order to continue to grow. The first step along that path is to develop a defining logo.
Your business’ logo becomes your calling card and the cue to returning and potential customers that the product or service is from you. The logo design is crucial to making sure it’s appealing, fits your brand, and conveys a message. All in one small graphic, it’s a big task!
There are a lot of ways you can go about the logo design process but an important step is seeing what’s trending and current to make sure yours is too. We’ve put together this guide of the top seven trends in logo design right now to help spark your creativity!
1. Using Negative Space
Something we’ve seen a lot of in graphic design discovery is the use of negative space within a logo. Negative space is where there are areas of the graphic left intentionally blank to convey another image or meaning.
In logos, this often means there’s some kind of hidden shape that represents what the company is all about; a package for a shipping company for example. It helps convey the message of what your company is doing without being blatant and shouting it from the rooftops.
The subtlety of using negative space makes the whole logo feel more intentional and draws the viewers’ attention as they notice the intricacies.
2. Back to Simple Lines
One thing that really makes negative space stand out is keeping the rest of the design very simple. Having something hidden in an already loud design isn’t going to translate well. Instead of being a cool, almost secret nod to the customers who see it, the overall impression will be chaotic and too much.
Modern graphic design is all about simple, clean lines that portray an ease (even if they actually require a lot of finesses to get right!).
Simple lines keep a logo approachable and easy on the eyes. They also translate well between a lot of mediums so you can confidently use them on the packaging, online representation, and signage.
3. Hand-Drawn Vibe
In today’s world, artisan products reign supreme in most markets. People want to feel like they are buying from a person and not from a major factory (even if they are). An easy way to portray that feeling is by having your logo feel hand-drawn.
A logo that feels like an actual person designed and drew it is a smart brand strategy for those trying to feel more boutique than a major operation. It sends the message that the products and services provided by your company are created with care and attention, just like the logo itself.
4. Adding in Animation
Chances are if you’re running a business you have some kind of online presence, whether that be through a website or social media. It’s the most common way to be seen by new customers and an important aspect of a successful company.
For this reason, responsive design is an element every logo needs to have. The design should be able to translate between all platforms and even to physical products as well. A logo that doesn’t look good on a screen won’t be of much use to you in the end.
Some designers have taken to adding a little bit of animation to their logos for those online viewing opportunities. It becomes an experience and something a little special for the customer.
5. Less Color
A more surprising trend has been the pull-back from using bold colors in logo design. In a market that’s oversaturated and overstimulating with bright, loud colors vying for your attention, a simple black and white logo can sometimes make an even bigger splash.
Using colors in marketing has always been a strategic move to evoke the emotion and feelings you want from a customer. But sometimes taking it all away sends just as loud of a message.
This trend isn’t for every business and should be considered carefully!
6. Varying Dimensions and Heights
Even if you choose to eliminate the color from your branding, you can still have interest in your logo design. An easy way to do that is to vary the dimension and height of your lettering.
This makes it feel almost 3D and stick off the page rather than feeling flat on the screen or page. Changing up the letters helps draw your eye around the image and take in the whole piece together. It can even be achieved by varying the thickness of the lines and making the weight feel different across the image.
7. Throwback Elements
Sometimes there is nothing more modern than adding in a little throwback element to your design. That nostalgia of outlined letters or bubble shapes can bring about a cozy, comfortable feeling for your customers.
It’s fun to look back at past popular logos from your industry to see what aspects you could bring back and add to your design. These things bring a touch of whimsy and change the entire feel of your design.
It’s important to note that this should be an element of the design and not the entire thing. Don’t throw away everything current you’ve learned, just a nod to the past is where it’s at!
Logo Design Trends to Keep an Eye On
Working through a logo design is an exciting step for any business, whether it be for the initial startup or a rebranding. It’s the best opportunity to put your best foot forward to the world and start to develop some brand recognition.
While you want your logo to feel modern and trendy, it also needs to strike a balance with timeless design rules. This way you know it will still be relevant and attractive for years to come. An easy way to achieve that compromise is to work with a professional graphic designer to develop your logo.
If you’re in need of design and are ready to begin working with a professional on your logo project, contact us today!