Alogo is not only the face of a business, but
also a symbol of the era in which it was created. Recognizing logo design
trends is an essential part of choosing a logo design style which feels fresh
and relevant, and there’s no better time to get on track than the dawn of the
new year. (teespring grandma shirt)
Here are 9 logo design trends that you need to
know about in 2018
·
Responsive, contextual logos
·
Architectural inspiration
·
Fun! (Creating an energy and vibe.)
·
Pushing metaphors to the extreme
·
Experimental techniques in typography
·
Grid-based logos
·
Layering and masking of patterns and color
·
Simple typography paired with monograms
·
Fundamental geometric shapes
1. Responsive, contextual logos
We are living in an age where logo designers
must not only create aesthetically pleasing designs, but must also have deep
understanding of the different contexts in which those designs might be
applied. Posters, business cards, signs, installations, advertisements and packaging
are only a few examples of places a logo can end up. In 2018 keep your eyes
peeled for an increased awareness to context in logo design.
One excellent example of awareness to context
can be seen in Snøhetta‘s logo design for Kristin Jarmund Architects, which
takes the abbreviation “K J – A”, and allows it to adapt to various layouts
upon photographic backgrounds. In this way, the logo accommodates concepts of
architecture both metaphorically and visually. Another thoughtful example of
awareness to context comes in Studio Mast’s logo design for Loyal Coffee, which
includes several iterations of line-based illustration that adapt to coffee
cups, menus and coffee bean packaging.
2. Architectural inspiration
While basing a logo design off of an
architectural design is nothing new, it’s resurging in popularity in clever,
innovative ways. Physical space has always been important in creating a brand
identity (think how every Starbucks and Apple store “feels” the same). As we
move into an increasingly digital world, designers are finding ways not only to
capture the look of architectural landmarks, but also how to embody the
concepts behind the physical manifestation of the brand through their visual
interpretation. For example …. (teespring
grandma shirt)
A wonderful example of this trend is Savvy’s
logo design for Philip Glass’s concert in the historic National Museum of
Anthropology in Mexico City. The shape of the logo is drawn from the main
feature of the building, the “Umbrella Fountain,” designed by Mexican Architect
Pedro Ramírez Vasquez. This feature is, in essence, a geometric, circular
skylight which lets light pour in around a large engraved pilar. It is both
massive and stunning—qualities which are referred to in the bold, black and
white rendering of the logo. At the same time, the impact of the logo speaks to
the qualities of Philip Glass’s work: his music is emotional intensity, and
explores its relationship with physical space.
Another nice example of architecture-based logo
design can be seen in Föda’s work for Undercroft, a secret cocktail bar
underneath a historic church. The bar is entered through a dim archway then
down a small stairwell. Inside the bar, there are multiple shelves for storing
liquor and books. The logo reflects many of these architectural aspect by creating
levels, with lines “pointing” to the underneath layer. The angled line in the
“N” even hints at the idea of a small stairwell.
3. Fun! (Creating an energy and vibe.)
Fun is something that sells just about as well
as sex. While fun has always been a staple in logo design, the current state of
economic uncertainty might be inspiring people to counteract negativity with
funner designs than ever! Fun is hard to resist, and it comes in the form of
bright colors, good vibes and cute characters. This year we hope to see fun
logos left and right, making 2018 a year that makes you smile!
There are many ways to create fun in a logo.
Some of our favorite examples from this last year include A Friend Of Mine’s
design for Luxe Waihek, which contains joyful custom typographic characters
(notice how the “e” makes a laughing emoji style face), Bedow’s logo for Fable
Skateboards, which contains a whimsical smiling monster and 99design’s own
giyan’s design for Cosmic Tea Co. which features an astronaut sipping tea in
space!
4. Pushing metaphors to the extreme
Metaphors are certainly not new to logo design,
but the ever-expanding reach of
curiosity and creative exploration in the design community has recently caused
them to become a focal point of deep creative exploration. This year we should
see logo designers pushing metaphors to their extreme, with thoughtful and
clever concepts that give more depth to a logo than visuals can alone.
Above, the designers at Perky Bros have created
a perfect dual metaphor for Run Mfg, where a shoelace not only nods to a running
shoe but also depicts paths or routes. This not only explains what Run Mfg does
(running event planning/design), but it also opens up for creative
possibilities in the branding.
We also love how InHouse has broken out the
typographic characters of “Pacific Potion” to create a beautiful “chemistry
diagram”. This creates a metaphor of wine as chemistry, and works especially
well for a wine brand that pays especially detailed attention to the
ingredients, ratios and science in their wine making process.
5. Experimental techniques in typography
From old style to sans serif, typography has
always been subject to experimentation—from the development of new typographic
shapes to the modification of pre-existing typefaces using illustrative or
photographic techniques. It doesn’t end there either. This upcoming year we
should see continued experimentation in typography, with both innovative
concepts and new realizations of how pre-existing technology can apply to this
medium.
Check out how the typographic treatment for
Kusumé utilizes an experimental, yet tasteful use of the line-threshold process
(a dated threshold technique intended for printing grayscale photos using only
black ink). This creative use of the technique brings the typography to a new
level which feels unconventional, organic and intriguing—perfect for a cutting
edge Japanese restaurant.
In another experimental example, 99designer
HeART changes the scale of each circular letterform in the logo for echo to
create, you guessed it, a visual echo. It’s a new technique in typography that
we haven’t seen yet and that’s exciting! We expect (and hope) to see more in
2018.
Lastly, we love how Bond’s logo design for
Heritage pushes broken letter forms to the extreme, where typography
“dissolves” into abstract shapes. (teespring
grandma shirt)
6. Grid-based logos
Grids have played the role of backbone in
graphic design ever since Josef Müller-Brockmann laid out the fundamentals of
theory on the subject in 1981. Grids have the power to portray logic, theory,
control and perfection. In a sense, it’s a trend that’s never ended—only come
and gone in waves. Based on designs we’ve seen of late, we can expect a healthy
serving of very obvious grids in logo design this year.
Take for example how the lines which compose
the typographic letters of the MOAA logo become the grid itself. Or how the
grid-based “trellis” which weaves through the typography of The Modern Flower
Co logo creates a wonderful counterpoint to the curves and swirls of the
letterforms. Lastly, we love how the grid in the ABCraft logo speaks to how
fundamental the brand name and values are. Expect the grid to appear in many
new and interesting ways in 2018!
7. Layering and masking of patterns and color
Layering and masking are a sophisticated
techniques that involve using patterns to reveal, or contain, additional
content within shapes. It’s often subtle and can easily go under the radar.
With that said, this technique has a lot of room for experimentation in both
abstract and conceptual approach. That’s why we’re putting the spotlight on it.
One of our favorite recent examples of
masking/layering in logo design is Bedow’s design for photographer Gustav
Almestal, which layers different abstract patterns behind the “G”. In this
example, the letter “G” not only masks the patterns, but it becomes a statement
about the lens, or eye of Gustav Almestal. Additional it hints at concepts of
light and shadow. Powerful!
8. Simple typography paired with monograms
There’s always be a place for the classics.
Lately we’ve been seeing a resurgence of simple, well-crafted typefaces paired
with monograms. Designers are honing their skills with classic typefaces of the
past, which involves giving precise attention to the basic parameters of logo
typography: typeface choice, kerning and letter-spacing.
Showcased above are some brilliant examples of
this trend. The typeface for the Wagon Wheel is simple and unmodified. It’s
clear that the typeface choice was carefully made: Its character shapes nod to
the past (think wagons) but also holds aspects of modernism to bring the brand
into current times. Further, notice the perfectly balanced kerning in logo. You
can bet your buck that the kerning didn’t look that good without some keen
adjustment.
In another superb example, the typeface chosen
for the Marohnić Tomek & Gjoić relates to the early Monotype era of
typography. The typeface is beautiful on its own, and when treated with a
careful eye results in a powerful logo and monotype that champions classic
simplicity. (teespring grandma shirt)
9. Fundamental geometric shapes
Typography isn’t the only aspect of logo design
receiving simplification these days. The actual shapes used in logos have as
well, with an increased focus on minimal geometry, or geometry created with a
less-is-more attitude. When you look at some of the advantages of this
style—like branding versatility, easy readability and instant impact—it becomes
clear that we should be seeing more in 2018!
A great recent example of minimalist geometry
can be seen in Kurppa Hosk’s logo design for office space design company
Ogeborg. The logo takes the concept of a sample book or swatch book (commonly
seen in the paint section at hardware stores) and turns it into a simple and
recognizable geometric shape. Customers who see this shape should instantly
understand that Ogeborg is a company that can help them with interior design.
2018: a year of contradicting logo trends
2018 looks to be an interesting year for logo
design trends. We see both experimental typography and a return to basics. We
see simple grids and geometry, as well as complex applications and layering of
color and pattern. It looks to be a year where boundaries are pushed, and we
can’t wait to see what the designers of the world come up with!
