It is very difficult to talk about logo trends for the year ahead. At Reynolds and Reyner, we believe that a logo, or rather branding, should be made for a minimum of 5 years. Throughout these years, it must remain fashionable and relevant. Trendy. Better yet, set these same trends yourself. For example, back in 2012 we created the Waldo Trommler Paints project, and in 2017 such a bright design became one of the 5 key trends according to White Rabbit. That is, we sensed the trend 5 years before it became fashionable, and they started talking about it in reviews.

Also, when reading the article, you should understand that talking about logo design is not entirely correct. A more correct concept is branding, branding system or brand identity. That is, a logo and corporate identity that should work perfectly together. The same Waldo Trommler Paints project mentioned above has a quite modest logo of three letters on a pink background. But it is the bright identity combined with a simple logo that makes the branding, as a whole, special.

Therefore, 10 key trends in creating brand design:

1.Color squares

The first trend that we think will be hot in 2018 is based on strangely shaped colored planes combined with unusual color schemes. Pink with pale green, gray-violet with dirty yellow, coral with pale purple and other similar combinations of complex colors along with flat and angular geometry.

2. Custom serif wordmarks

There is a fairly noticeable trend in the transition from original, often quite well-designed logos with memorable and harmonious signs, to simple custom and sometimes conservative lettering. Essentially, this is a transition from individuality to classical styles and a complete loss of self-expression. The trend is quite interesting and seems strange, but it is due to the so-called “principle of self-denial.” When brands, who are most likely the super experts and thought leaders in the field, focus on content and expertise. They show the true essence of the brand and what makes it valuable. But not due to the visual image, but due to other branding techniques.

Function dominates design, rigidly and clearly.

Before after

Before after

3. Destroyed letters

Using the example of Graphcore's branding, you can see how well cognition works in the geometry of a typeface. Especially if it can be traced and actively developed in the design of all components of the brand. Such logos provide the necessary uniqueness, character and personality. At the same time, they report that they will stop using headsets that have been used thousands of times.

But you shouldn’t think that you can just go and make some letters angular and remove details from others.

There must be a pattern and logic in everything, otherwise you risk losing the thoughtfulness of the concept and idea.

4. Super bold

One of the most common trends of 2017 will be relevant in 2018 - super bold font logos. Everyone interprets and argues for such a graphic solution in their own way. In the case of Kickstarter, with their new logo they seem to hint that the crowdfunding platform helps to collect the maximum number of backers for the successful launch of the product. So the new Kickstarter is now “fat”. It's bold. Why not?

5. Geometrical puzzles

A fairly common technique is when a puzzle of logos is put together from simple geometric objects. In the case of Zendesk, this is the letter Z, consisting of triangles and halves of a circle. A very simple but graphic technique, thanks to which the elements of the logo can be used to brand objects in almost any way. Of course, the lettering must very clearly reflect the same qualities as the sign. The trend is not that special, but its simplicity makes it easier to perceive. Especially when it concerns a wide target audience.

6. Monolign + hard color

One of the interesting and unusual trends we are seeing is the use of lines of one thickness. That is, all graphic objects of the logo are made of the same thickness using super hard bright colors - so that it hurts the eye. This trend has some recognition of old-school 16-bit graphics, but made in pop art style.

7. Generative texture

A very interesting technique is to use code as a “designer” of the logo. Writing generative and data randomizing programs to obtain interesting textures of drawings in order to achieve individuality of the graphic solution. In the case of SSE branding, a simple program was written that allowed anyone to move sliders and change numerical values ​​and variables in the menu. As a result, in seconds it is possible to obtain many variants of letters from different objects, lines or points. This is a great technique for maintaining branding integrity even when the logo changes. We love to use it in projects to break stereotypes.

8. Future classicism

Using the example of one of our unpublished projects, we illustrate a current and future trend - generating graphics from different styles and concepts. And even better from generally incompatible things. Classical engravings, bas-reliefs, classical drawing and painting in a new interpretation and under a new look - all this is at the intersection of art and absurdity. By disrupting the way we perceive things, we try to say, “Let’s look at the world in a new way.”

Reynolds and Reyner project, images courtesy of the artist.

9.Superposition

The overlay of wordmarks, signs, and logos in general on illustrations, photographs and all kinds of graphics to create a single composition, which is the logo, is another trend in the coming years. That is, the solution is not to simply place a sign above, below the lettering or somewhere else, but to take a wordmark, embed it on top of the graphics and tell everyone: “This is such a logo.” But seriously, with the advent of new service technologies and conditions for consuming goods, the understanding of the usual logo has become blurred. Further it will change even more, and logos will become more and more unusual and strange. After all, there are already too many classical solutions “by the rules”.

Jones Knowles Richie/diana-award.org.uk

10. Smart heritage

Using the example of the Formula 1 rebranding, you can appreciate how the agency conveyed the whole spirit of racing, bringing together everything that we loved about computer racing into a single rich style. Graphics at the intersection of digital retro and modern understanding of design have absorbed the heritage and given a new impetus to development. While preserving her origins, she strives for something new. Nowadays, in design, linking to the origins of the brand is becoming more and more relevant, reflecting the importance of heritage. It is important to embellish and enrich this heritage, giving even greater visual value and grounds for growth and development.

Over the next 5 years we are waiting for increasingly bold decisions. Bold but beautiful. Strange, but balanced. The kind of decisions that would give you a bad grade at design school. You have to break the rules to stand out. After all, within the framework of the rules, everything has already been invented. You do a project, come up with a cool concept, but sooner or later a similar solution is always found.

Therefore, the main trend of 2018 is courage.

Only this is not the courage that you drew on a piece of paper in half an hour. This is the courage you work on for months.

Logo is a graphic image of a brand. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality, attracting the attention of the buyer. Logos were created to differentiate products from manufacturers in the same industry.

The KOLORO company develops one-of-a-kind logos.

There are several types of logos:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.

The first logo in the world

The first logo in the world was an image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loved to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture “A dog listening to a phonograph.”

In 1900, Marc Barrot's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to produce their product with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of the companies: “HMV music stores”, RCA, “Victor and HMV records”. The company also began releasing records with Nipper's designs.
The logo currently uses the music channel of the HWV store.

The evolution of global brand logos

Logos of global brands have not always looked stylish and laconic. Some companies, even being popular among consumers, have redrawn their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Global Apple Corporation

The company's first logo was an engraving of Isaac Newton under an apple tree, which was surrounded by a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After Ronald left, the logo was changed.

The second Apple logo was made by designer Rob Yanov. Nothing remains of the company’s old logo, except, perhaps, the idea of ​​a fruit falling on Newton’s head. The new Apple logo is a rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means “three stars” in Korean. The company was established in South Korea. The first three logos used stars and the Samsung name.

In 1993, the company decided to create a new logo for its 55th anniversary. It exists to this day. This is a blue ellipse in the center of which “SAMSUNG” is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After changing the name, products began to be exported to the USA.

The name Twix is ​​made up of two words, “double” and “biscuit”. Twix bars are very popular all over the world. In Ireland they are still sold under the original name Raider.

• Coca-Cola

Coca-Cola has the most recognizable corporate logo style, which is over 117 years old. The company was founded in 1886 and its logo in 1893. The company logo is written in “Spencer” calligraphy font. It was created by Frank Robinson, an accountant and friend of the company owner.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. After making this marketing move, the company began to lose sales. Consumers did not like the new name of the drink. After some time, the drink was returned to its former name Coca-Cola, thereby improving its sales.

• Pepsi

In 1903, the Pepsi-Cola brand was created. Agree, the company’s first logo is not very pretty. You could say it was a failure.
To prevent this from happening to your brand, you need to turn to a team of professionals at KOLORO, who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to Coca-Cola that it could compete on the same level.

In 1962, the company changed its logo to a three-color ball and also removed the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, McDonald's was created. The company's first logo is an image of a Speedee chef . Later the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And this is the letter M.

Fashion industry logos (famous fashion brands)

Almost each of us can recognize and name brand monograms. For fashion houses, a logo is very important because most of the fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was created in 1854. The company's corporate logo is the LV monogram. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothing is made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are the most copied. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The Chanel logo first appeared in 1921. It was depicted on the bottle of Chanel No. 5 perfume. The company's logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of a representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: “This is a synthesis of beauty and simplicity that can hypnotize anyone, just like the clothes produced by the brand.”

• Givenchy

In 1952, the Givenchy brand began producing high-quality clothing, as well as a line of jewelry and perfumes. The brand logo is very simple and concise. The quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

"Winged" cars:

Bentley- British luxury car. The characteristics of the car can be described in just two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed and elegance of Bentley limousines.

Aston Martin- The car logo was created in 1927. These are eagle wings that frame the Aston Martin inscription. The company's owners compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first logo of American cars was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to “open wings.” They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. In English, “swallow” means “swallow.” After the Second World War, most Europeans had negative associations with the SS emblem (association with fascists), so the company owners decided to change the name of the brand. The Swallow Sidecar has been replaced by a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini— at first the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Nowadays, Lamborghini cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari— the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-gold background with a painted Italian flag at the top of the logo.

The Ferrari emblem was originally on the plane of pilot Francesco Baracca during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

The best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin in English means “virgin”.

The Virgin Records logo (the first company) was created by English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After Virgin signed punk rock band the Sex Pistols, Branson decided the company lacked chutzpah. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know today on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- created in 1988 and owned by Sony. One of the "Big Four" record companies in the world. Sony Music covers almost all show business.

The company's first logo was multi-colored, small triangles in the middle of which were the letters SMV. The company logo changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: a simple red brush effect on a white background and the text “SONY MUSIC” appears in the appropriate Sony font.

AC/DC- a world famous rock band. Most people may not be familiar with the band's work, but everyone recognizes the AC/DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huerta's intention was to create an emblem based on the biblical imagery of the AC/DC song "Let There Be Rock." Of course, the lightning and blood red coloration suggest the presence of less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pache helped create the group's logo. He received 50 pounds for his work. The designer was inspired by Mick Jagger's expressive lips and tongue. It was also inspired by the Hindu goddess Kali.

Queen- British rock band of the mid-1970s. She captivated the hearts of many listeners. The logo was created by the band's lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the band's musicians.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo trends 2017

Minimalism

Many companies resort to this style, because minimalism is simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow made with a gradient effect.

Gradient colors

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at the peak of popularity for a long time. A striking example is the international payment system MasterCard. The company's designers simplified the design and used geometric fills for the logo.

Black and white trend

Black and white design will always be in trend. Laconicism and simplicity of two colors is always a win-win option.

The best example is the world famous brand Nike.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - a service that provides video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Quite a simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering can include a company logo Google. The company's first logo was created in a graphics editor by co-founder Sergey Brin. The designer of the new Google logo style was Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk-like”. Many world famous companies use this style.

Johnson & Johnson- a good example of a new trend for 2017. The company logo is very simple - red text on a white background, handwritten.

Web animated logos

Web animated logos are a trend for 2017. They look very bright, extraordinary. With the help of Gif logos you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over Sleeping Beauty's Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

Your opinion on what the main trends in logo creation will be in the coming year. Designers and brand creators always strive to be unique, but we can also identify popular trends that are common to all and will be in demand in 2017.

1. Minimalism

A large number of logos are intentionally designed to be complex, meaningfully constructed, and layered. Against such a background, it is very often simple designs and intentionally simplified logos that attract attention. The trend of so-called “flat design” is very popular in the market at the moment.

When using the minimalist method, it is important to make sure that the minimalist design is both practical and aimed at the desired goal, which is to let potential clients know what you do immediately and with absolute clarity. So, what the company does can be immediately represented in the logo itself.

These logos are perceived well by potential clients because they are easy to understand, although this does not necessarily mean they are better.

2. Writing by hand

The use of hand-written text in logos was popular in 2016, and this trend continues into 2017. This trend is especially popular in the food and beverage industry, where business owners often want to stand out from competitors and emphasize their “zest.”

Such logos convey a warmth, charm, and credibility that is difficult to achieve using standard computer fonts.

The development of this trend in 2017 will be the wider use of colors and halftones.

3. Negative space

The use of negative space in logos will be one of the biggest trends in 2017, following the rise of interest in this technique in 2016.

This style is based around the double image, where the main image and the image created through negative space compete for the viewer's attention. A classic example is the NBC logo, where negative space is used to create the iconic image of a peacock.

4. Using lines

This trend, which became quite popular a few years ago, uses lines of one thickness and only one background color. This technique is often used by brands that want to show themselves as more modern, fun, and interesting. The use of this trend in combination with the use of negative space opens up wide opportunities for designers.

5. Vintage

Clients often feel strong emotions associated with the past, and a vintage logo, playing on nostalgic feelings, will have an impact on them that more modern ones cannot achieve.

A vintage logo can often convey a sense of trust, as well as a sense of connection to the user or brand.

However, don’t forget that a vintage logo can make a brand seem outdated or stuck in the past. This is something that needs to be thought through very carefully when creating a company logo design, as this approach can be extremely destructive.

6. Simplifying the form

Neatness and cleanliness of form are gaining more and more popularity. The rebranding of Mastercard and Airbnb demonstrates how visually busy logos have been replaced by more streamlined and simpler designs.

7. Moving parts

One of the most interesting trends of 2017 was the use of moving parts in logos. Companies create separate versions of the logo for printed materials and for use on the Web. Animated GIFs featuring logos from brands like Ta La Wa, Open View, and Giant Owl Productions are examples of this trend being used well.

The latest trends in logo design are perhaps one of the hottest topics for graphic designers. Every year, trends in logo design change themselves and change the picture as a whole. The ubiquity of mobile devices has changed the world of design, and logo design is no exception. The small smartphone screen has changed the very understanding of the logo. Designers have focused on developing logos that look right on mobile sites first, and only then on desktop screens.

In 2014, logo design strives for simplicity without becoming boring. Designers are developing the term "simple" logo. Thus, simplicity is one of the latest trends in logo design this year. The widespread use of smartphones is changing the perception of logo sizes. Now we have to calculate how the logo will look in a tiny, and not just a small size. Details are mercilessly removed from modern logos.

Another interesting trend that has been observed recently is the move away from complete digitization. We all need sunshine, real peace. We cannot live our lives in a room under a lamp. Web users also strive for this, trying to leave as much of the present as possible and as little of the digital as possible. People are drawn to reality and love, trying to accept reality.

The colors of the logos have become brighter and lighter this year. Typography has become simpler without symbolic interpretation, which is still important. Designers use long shadows on flat designs. Every aspect of logo design is now aimed at making the logo simple but cohesive.

The ultimate goal for any logo designer should be a balance between what people need and what people want. It's all about balance. Now let's talk about the elements. This year there were a lot of geographical elements used, such as mountains. Designers strive for a return to nature. They used bees in every possible way and did not forget the hives, which are symbols of industry, dedication and teamwork.

Symbols are being used more and more to illustrate products such as Wi-Fi, clouds, and mobile device icons. Flat designs and compositions of identical symbols are trending.

Now let's look at specific examples of popular styles in logo design.

Transparent Menagerie

The trend is flat style, transparency and animals. Logos in this type are made of flat transparent layers. Designs like these lend themselves well to geographic themes. Layers are used as building blocks, the overlays are very simple and not detailed, and the separations make the logos look crisp and flat.

Geography

Countries and their outlines were reflected in logos in 2014. The image of countries and their geographical outlines provide designers with incorrect appearance and proportions as a basis. So creating a logo using the look of a country is not an easy task. But this is part of the latest trends in logo design.

Pompoms

A set of straight lines gathered at one point makes up the shape of a pompom. This trend was embodied in both a flat 2D style and 3D symbols. Fashionable this year, pom-poms can also resemble a star.

Nodes

Weaves are one of the latest themes used in logos. Knots and knitted elements in logo design are, in principle, not a new idea, but this year designers took it to a new level.

Every person and every client has a different style that you'll want to focus your design on. But many popular trending styles use clean lines, minimal colors, and focus on typography rather than creative elements.

Let's take a look at the most prominent logo design trends of 2017.

Complex logos

It's a logo and a word in one. Something like NASA or Lego logos. The logo design trend is moving towards more complex letter-based logos.

Now popular are intricate letter styles, decorative lettering styles, and elements with lots of bindings, ligatures, and tails. Basically, these styles borrow from calligraphy and DIY elements.

While this trend is more focused on complex logos, elements of simplicity in style, or letterform, are key to a logo's readability and recognition. A good logo will remain relevant for a long time, will be able to adapt to different formats and styles, and will be an exclusive element of your brand.

A few tips:

• Use your color palette
• Choose an unusual font style or a combination of them
• To create something visually interesting and detailed, but easy enough to understand, combine a complex lettering style with a simple illustration, or vice versa.
• Only use this style if it fits your brand or content

Drawn or illustrated logos

Drawing or illustrated versions have been used for a long time. But the trend is being revived in a cleaner, more streamlined style. The trick is to use a logo that looks like a drawing, but the design itself is quite clean and clear.

This style should convey originality. It is most popular with small businesses, or companies that want to show their customers that they care about them.

Although this style looks rustic, it doesn't have to be too simple. If you plan to use a hand-drawn logo, keep the following in mind:

• Think about the mood of the drawing. Is it suitable for your website/business?
• Make sure that both the design and the letters are legible
• It is not necessary to draw the logo by hand
• Combine the drawing with a simple line style
• While black and white is popular, consider using color to make your logo feel modern and fresh.

Line logos

The popularity of linear logos goes hand in hand with the explosion of minimalism. Linearity can be simple and still convey a strong message.

The most difficult part of creating such a logo can be incorporating the letters into it and ensuring that the linear image is clear to the average user. The most popular use of this trend is to use a single image art element.

Designers can use thick or thin lines, but when choosing stroke width, it's important to think about how the logo will be applied. The user should understand at first glance what your linear logo shows.

Logos with geometric shapes

On the other side of the spectrum of complex and hand-drawn logos, lie simple logos with geometric shapes.

Geometric shapes, from circles to rectangles, are popular in almost every design direction. Users are drawn to simple geometry, and designers like elements that can convey creativity and can be applied in a variety of contexts.

Logos with geometric shapes fall into one of these two categories: logo and text elements within a shape that holds them, or logo elements containing shapes that are held together by color or space, like in the screenshot above.

• Combine simple font and shapes
• Place the "design" inside a geometric shape, such as a circle
• Use polygons to create visual emphasis
• Use color to highlight a geometric shape

Conclusion

Designing a new logo can be a daunting task, but keeping up with the latest trends in the field can make it a lot easier. Be careful and make sure your design is truly yours. You probably don't want to hear something like "this logo reminds me of..."

Also, it is important not to forget about readability. The brand name should be noticeable at first glance. You need the user to be able to identify you and your brand from a distance.

Finally, combine new trends with classic elements to create a logo that looks modern yet will last a long time. No company wants to adapt its logo to every change in trend. By adding modernity and trendiness, you get the best of both worlds.

Translation of the article by Carrie Cousins