A new year brings new opportunities, a fresh start, and new logo trends. Taking into consideration more digital elements like UI and UX design, augmented and virtual reality, artificial intelligence and more, companies are on the lookout for designers with these relevant skill sets to help prepare brands for this digital era.
Simply because a logo is the face of a company doesn’t mean it has to stay the same forever. In fact, Fortune 500 companies use colour psychology to increase the effectiveness of their logos. And powerhouse brands like Apple, Google, Instagram, and Coca-Cola have all updated their logos in order to adapt to the times. Therefore, giving your own logo a refresh could be just what your brand needs to captivate your audience’s attention in the 2019.
“Finding trends in the vast sea of great work can be tricky,” says Chris Harmon, creative director at Loyalkaspar. “Sometimes you gravitate to your own taste, and trends become self-fulfilling prophecies.”
MasterCard, for example, recently announced the removal of its name from its iconic interlocking circles in select contexts. The decision was made after research showed it could help the company meet the changing demands of an increasing tech-driven world and tackle the highly limited digital real estate available.
Take a look at the top logo design trends listed in the infographic below:
Top logo trends for 2019
Variable logo design
With the vast majority of consumers viewing websites on multiple devices, brands need to be concerned with how well their logo translates across platforms. In 2019, this trend finally removes the one-size-fits-all approach to logo design.
There is also a move towards dynamic identity, where logos are beginning to behave differently based on whether a user is signed in or out. For example, when someone logs into their Gmail inbox, there’s an icon at the top-right corner which differs from their personal to their business account.
Specialized iconography, dynamic typography and thoughtful customization help frame personal connections to an audience’s specific needs.
Companies that want to personalize their relationship with consumers are gravitating toward this trend because it provides targeted delivery, while keeping their logo recognizable.
New age geometry
When a trend becomes recognizable, we subconsciously limit its potential. Geometric design styles have fallen prey to this. These shapes and imagery (including grids and straight lines) are ideal for recreating that futuristic, sci-fi look that’s popular on screens. They do, however, have a distinction for being overtly cold and mathematical.
The new age geometry trend is all about giving geometric logos a warmer look. In 2019 there will be a push from designers who look to deliberately pair their creations with vibrant colours and friendlier compositions to offset the style’s authoritarian reputation.
“Mix bold geometric shapes with colourful palettes. Clean and minimal but strong,” suggests 99designer Claudia C., on crafting trendy geometric logos.
Optical illusion logo trends
When you’re used to pumping out ideas day-in and day-out, creating visual tricks can keep your enthusiasm for designing logos alive. While designers are turning to this practice in order to reenergize their creative juices, it’s also a logo design trend that will dominate this year.
Blurring the line between 2D and 3D, designers will manipulate perspective and shading for images that defy logic and increase their chances of getting remembered. Fragmented, warped or visually broken, playing with perspective is a cool, fun way to disrupt what’s considered acceptable in logo design.
Purposeful use of colour
Telling a brand’s story through the use of colour is just one way to get the user to follow you down the path you created. Helping to shape authentic relationships, it doesn’t take an expert in colour theory to understand that a colour like blue can make you feel comfort, clarity, calm, and trust.
Where this colour trend gets complicated is when a brand’s message relies too much on colour choice to express its identity. If it doesn’t work, it’ll hurt rather than help your brand.
Picking the right colours helps brands communicate more effectively. Rather than using random colours simply to attract attention, in 2019 the meaning of logo colour is paramount. We’re seeing logo designers focus more strongly on using colour in a purposeful way, placing colour more intentionally than ever and conveying meaning with each careful decision.
Integrated negative space
Although negative space has been an artistic trick for a long time, it has really gone mainstream in the past few years. This trend will continuing in 2019, where we’ll see negative space used in clever and inventive ways. Not only does it make logos more visually interesting, it also enables duality and extra depth for clever designers.
The FedEx logo is arguably the world’s most celebrated example of a negative space logo. The cleverly hidden arrow between the E and X is a logical representation of what the delivery service is known for.
Negative space designs are best created by those who believe in dispensing with everything until the point is reached beyond which the design breaks down entirely.
Minimalistic design trends
Amongst the most familiar logo trends is perhaps the most important: minimalism. Whether minimalism is a trend or a necessity, interest in it remains unchanged. As designers continue to master the art of stripping designs to their core, they’re creating more abstract concepts.
In fact, this shift enhances the effect of minimalist logo designs and makes them more effective.
“Minimalism is less a style than a weapon; clearing away noise so a message shines through, clean and naked,” says 99designer Ian Douglas. “It gives just enough to create an anchor, without weighing down the imagination.”
Logos with pedigree
Trying to create a logo that will serve as a timeless piece of a brand’s story is nothing new for designers. In fact, did you know Stella Artois has been using the same logo, with only minimal changes, since the early 14th century?
In 2019 expect to see brands drawing influence from the Renaissance or medieval styles, hoping their identity withstands the test of time. This means brands are pushing for classic designs that give the appearance of an impressive lineage — despite being newly created. Pedigree logo designs could include vintage textures, precise line work, or even a specialized crest.
Similar to the integrated negative space, overlaps are another visually dynamic way to add duality or layers to your logo. This year we will see more creatives utilize opacity and stimulating shapes to construct eye-catching pictorial marks, wordmarks and more.
In fact, designers are finding that creating a second — even third — element out of a logo’s overlapping space allows for more creative opportunities and mesmerizing blends of colour.
Major brands, like PayPal, have already started using this trend in their branding. Designers are now finally starting to make full use of its possibilities. While it’s been slow for designers to embrace this trend, we’re seeing a huge uptick in enthusiasm for it in 2019, featuring bright colours and bold shapes.
Logos are traditionally a way for designers to stretch their imagination and create an impressive picture of what a brand is and what it stands for. And when you add in the need to be responsive across multiple platforms, it seems a near impossible task to design a logo with meaningful attention to detail.
However, this year designers doing just that. So many upcoming logo trends highlight minimalism, but the magic happens when you pay attention to the details.