Your logo is at the core of any brand marketing. Most of the time, it is the first thing that the customer will see even before considering a purchase. So it is crucial that it transmits the right information and that creates a connection between the company and their target audience.
So it is your duty as a graphic designer to create a logo that will wow not only your client but the clients’ of your client. And the best way to do it is by following the latest trends, already tested around the world.
If before the trend was to create 3-D logos, nowadays is all about keeping it simple and flat. You probably have noticed that Microsoft, Windows, and Netflix have already changed their logos into something closer this new/old style. Google also changed their logo in 2015 into a sans serif logotype and created an alternative version of it (“the Google G”) to small contexts.
And the reason behind it was the increase in the number of people using other devices than computers to access websites, blogs, and applications – flat logos and easier to scale and adapt so they remain the same on your mobile, smartwatch, and so.
Minimalism has been a trend for a while, and it doesn’t seem ready to stop gaining more space so far. The idea is behind the whole concept of design and not only about logos, but the point here is always to try to make it as simple as possible.
Fewer elements you have, better, and black logos that can be easily applied to white backgrounds have been a must (for web design reasons, of course). Just have in mind the successful case of Nike: just a symbol, not even a single word, and still one of the most remembered logos in the world.
Technology is on the top of the trends, but still there is plenty of space for some more traditional forms or design. The food and beverages industries still place their bets on logos mainly designed with line-art or even hand-drawn, so don’t be afraid to try something like this.
Just make sure that they will work well online, have in mind that they are usually black, and that, depending on the client, you will be allowed to be more playful – and yet, don’t try to be over creative: you have a marketing goal to consider above any artistic expectations you might have.
If what you want to do is to add a second element to your logo, or to add a symbol to the text, you can use your negative space from now on. It has been done a long time ago by NBC, and it has become a trend so you can happily use it without fear.
This can be an excellent way to bring uniqueness and originality to your logo, as you integrate elements to it. This trend might also be a solution for those trying to revamp a logo without having to change its established identity completely.
If you are struggling with a boring horizontal logo, which put together an acronym along with a long text only, you should try the following solution so to make it a bit more interesting.
The idea that is trending is that you write your text in columns so that it will become vertical and, as a consequence, shorter. You can also play with colour to add contrast and should always prefer customised fonts, as they increase the value to the company – just remember Coca-Cola logo.
Depending on your client, you might be able to take the line-art/hand-draw trend mentioned above to the next level and transform your initial idea into something retro or vintage.
Just be careful because it has to meet their target audience style, but if it makes sense to the company, it usually becomes a powerful tool in their marketing strategy. It will also give you the opportunity to tell a story through its elements, making the logo more attractive and engaging.
Innovative and creative companies will require that you create a logo that shows their personality. And a way to do it is by mixing styles without any boundaries. You can use several colors together, more than one font style, and add symbols to it.
The trend is that you let your imagination free and that you combine elements that work as a group and help you to summaries the message that your client is trying to promote. It will assist them to make their logo more popular and attract more customers to their business as well.
It might be necessary that your logo is flexible enough so to be used in different situations without losing its identity. Your client might also need to make adjustments in the future, due to a change in their marketing plan, to improve their SEO, or to meet the expectations of their target audience without having to re-create their visual identity altogether.
And to achieve it, you should make it dynamic by adding elements that can be integrated, transformed or discarded according to what your client might need in the future. A famous example of it is the USA Today logo whose elements can have their colors and text changed depending on the editorial context.
Creating killer logo design nowadays is all about making sure that it will be ready for mobile and internet of things requirements for starters. It also means that you need to have in mind not to distract your client from the product you want to sell so it should be simple, minimalist, and easy to adapt. Line-art, vintage, retro, hand-draw still are on fashion so go ahead and use them if it matches with your client’s values as well.
Beside it, just follow your gut and let your creativity runs free while you keep one eye on the marketing goals your logo will help to achieve. This way you will always present a logo that your clients will applaud when they see it.
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