Author: 90Designs

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Have you been rethinking on your logo? Once the time and era changes, so does the need to revamp your logo. This makes it important for you to understand the changing trends of logo design. Some are evergreen which last for decades while others might just need to be tweaked a little. Any new trend is usually mishmash of old and new ones. A new design always tries to get a bold and fresh look while experimenting with the look. Designers have come of age and they are trying almost everything; be it vintage, retro, animations, 3D or minimalism – there’s a taker for every design in different brands. Our ever experimental and eager team of designers at 90Designs put together some of the latest design trends to take you logo to the next level.

The Retro look:

This is one look than can never go out of trend because this has nowhere to go. Retro is making a comeback like never before with the grunge effect and colour scheming. They look more grounded and people have an emotional connect with them which forms the reason that yesterday also seems like today!

Raw & organic logos:

Raw depicts the imperfections we all are made up of; this is one major reason why they have many takers in the audience. People relate to them – sketches, asymmetrical hand drawn lines, shading techniques. It renders even the big brands that earthiness and authenticity which helps their consumer base to connect with them.

Minimalist designs:

Minimalism surpasses times and cultures and this is the reason it connects and stays with people. Our proficient design team knows it well at 90designs and thus comes up with logos which echo minimalism. Well, you take a close look at logos of Apple or Nike; it’s based on this principle with neat lines, elegant curves and focus on brand’s functionality.

Muted shades:

Muted colour cannot be any specific one but any shade one likes; it can be terracotta, sage green, lilac or dusty blue among others. The shade just needs to be de-saturated with black and white. These shades render an aesthetic charm to the brand and have been extensively used in fashion and beauty industry like Tuscan red, olive green or teal blue. It surely creates a visual impact for the brand which makes it stand out from the crowd. Designers know how, when and where to experiment with them.   

Bold Typography:

You can expect to see a lot more variety in typographic elements and the way brand names are written. Fonts can depict a personality in themselves which can be as elaborate and daring as the brand itself. For instance, a brand which sells spaghetti can be written in a font which looks like the product itself. Or take the Airbnb logo, for example, which has four symbols embedded in it to explain its geometry. A typography which can create interest and increase curiosity of consumers and at the same time can force one to tell a story can be intriguing. 

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Brand name and company logo are two things which define your public image. It catches people’s attention the first time they see your brand and a logo can, often than not, be that factor for that second glance people give to your brand. So, you understand the importance logo holds to narrate that correct story your brand has and goes in alignment with the image you wish to create in your audience’s mind. Times are changing fast and so are company ideologies – they too have to adapt to the changing trends. Relevancy is one major thing which matters in logo designs and our team of designers at 90designs understands this well about changes in design sensibilities with changing times.

Changing your logo means altogether re-branding your product; it’s a risk but a worthy enough risk which can pay well later. Once you have made up your mind to refurbish your look with the new logo design, here are few tough questions to consider before you actually take the big step.

Factors to consider before re-designing your logo:

Business expansion & changes:

Any company begins small and gradually climbs the ladder to expand and evolve into something big in the market. And no company remains static if it has to survive with the changing times. There are always inclusions of new services, products and missions. Another angle which cannot be ruled out are mergers and acquisitions which keep happening over a period of time and thus also calls for a logo redesign to keep abreast of the changing thought of the company.

Identifiable logo:

Old companies with loyal customer base have logos which narrate their stories and reflect histories. Even people identify with them, which makes it all the more a tough call to carefully redesign the logo with evolving times. The golden arches of Mc Donald’s define the brand, Pepsi is another logo which has undergone minor changes over a period of time but has retained it old feel with the shades.

New audience base:

Now, when you are looking to appeal to a new set of audience – you have to feel like them and make your brand look as synonymous as possible with their thought. For example, if it’s the youth a company is trying to cash on – maybe one has to play with some young shades and add another theme for that new feel.

How outdated is your logo?

Yes, this is the question you must keep asking yourself time and again. A logo should never render that stale and tired look – you must know it before the customer does. A logo which hasn’t been touched since fifteen years needs a complete overhaul whereas ones which have been re-designed, even a little, in the past few years might just need another twist. Google stands a perfect example to this, as it has undergone little changes every now and then which means it’s constantly evolving and thus gives time to the audience also to adapt to the new look without altering it much.

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[vc_row][vc_column][vc_column_text]Designing has undergone a sea change ever since graphics and 3D came into play, but when it comes to logo design, the concept of less is more is still prevalent and works much better than the rest. A conscious designer designs keeping in mind the longevity of logo in the market, and he very well acknowledges the fact that buzzing and busy logos do not attract attention or can hold it for long. On the contrary, a minimalistic logo goes a long way to create that impact on the consumer’s mind. This is one reason perhaps why minimalism never goes out of fashion.[/vc_column_text][vc_column_text]

What is exactly minimalism?

In one word, minimalism means simplicity and utilizing the existing elements thereby capitalizing on the space element. This technique isn’t limited to one art alone but has been extensively used in many creative mediums as music, architecture, literature and designing. Minimalist approach means to use the space and existing elements more wisely and play with them accordingly to render a long lasting impact.

Origins of minimalism:

Minimalism, as a form of art, started emerging in late 1950’s with the likes of Frank Stella and then it took off from 1960’s and 1970’s. Japanese culture gave us an insight into it which reads it as the concept of ‘Ma’ which means – the space between two objects. This form of art can be easily applied to architecture and other interior design elements. The Dutch and Germans too have had their share of playing with Minimalism.

Minimalism never goes out of trend and it is one reason that logos give that uncluttered look especially those which have this principle as the backend. There are many benefits  of adopting minimalism and the design team of 90designs has them jotted down for you:

• Keep that clutter away:

Apply the principle of clutter to human mind. Do you like lifts, traffic jams, living in clustered spaces? The point blank answer is no, same goes for designs, if a company offers you a logo where there’s too much of clutter in terms of lines, shapes, figures, you’ll be lost in locating the actual message –like the name of the brand or philosophy behind it. When you design your logo keeping minimalism in mind, it will make the point reach home and that’s what any brand wants.

• Attention to what’s important:

Now, that’s precisely what a minimalistic logo would do; attract the consumer’s attention to one main point rather than having multiple messages in the logo. It would revolve around one theme or central idea and build up on it.

• Adds to aesthetic charm:

A neat and tidy logo is the entire idea behind minimalism. Now envision Disney or Apple – one point is driven home with that aesthetic appeal as per the brand and the message it wants to convey. It’s clean and straight and knows what it wants its consumers to connect with. They play with a lot of space around them and keep it clear.

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Colours have a strong impact on human psychology and emotions. Like blue has a soothing effect which stands for strength and dependability, red is for passionate and has a vivacious effect and yellow is quite optimistic, playful and denotes clarity in thought and the list goes on.

There’s ample research which says that different colours have different impact on the psyche of a person and this is what brands do with colours in their logos. And our team of pro designers at 90designs understand this well and play with logo shades as per the message which your brands aims to take to the masses. So, let’s delve a bit further into it and see what different shades stand for:

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Yellow equals to cheer & optimism

Shade of the sun, it brings positivity, optimism and a different kind of liveliness around. So, the brands which want to put a smile on their customer’s face or have a youthful audience go for it. Take McDonald’s with its golden arches and the child smiles. But if one is looking for maturity and luxury in their brand, then yellow isn’t taken too well by the audience in that case. So, think well before going for it.

Red for power & passion

The power of red surely makes it stand out. Red denotes passion, warmth, excitement. It gets your blood rushing and is easily relatable shade. They say it’s the first shade babies can see – leaving black and white – human mind is evolved as such to see and identify red shade fast than others as there are fruits which are red. Perhaps this is the reason why restaurants and food joints use this shade extensively and Coca-cola is perfect example to this. Going by the evolutionary theory, humans turn red with anger. This makes red quite an impactful shade in your logo.

Blue for Trust

Earth is a blue planet, the sky above is blue and so is the ocean. Blue is everywhere if you see and perhaps this is one reason why it has been used extensively. If we talk of logos, then blue has a clear message to give which are trust, dependability and maturity. Now this can be one reason as to why technology brands rest their image on blue like Dell , IBM, Intel or even the telecom giant AT&T. Now, be careful of using blue if you are in Food and Beverage industry as it’s known to suppress appetite,

Black & white for epitome of simplicity & elegance

Now, if you see black and white aren’t colours per say rather absence and combination of all shades. Black isn’t just pure black but there are many shades to it also and the darkest of them is known as Vantablack. Black always adds to professional and credible image of the brand. White on the other hand is all colours coming together and can always add that panache to your brand. It can work for almost any brand but has been wisely combined with other shade in the background to make it visible.

Zero in the right shade for your brand in logo design keeping in mind these factors.

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