Now is the perfect time to review the five emerging logo trends for 2018.
If there is one word that sums up the trends so far it is: experimental. Think of the mega trend of Brutalism in web design as a good example of this idea.
In other words, break more rules, create movement and push more boundaries, as you experiment with the elements and principles of good design across typography, color, the grid, shape, and context in your graphic design projects.
Don’t worry, we’ll show you how to take your clients on this journey. We’ve distilled these five fresh, innovative and relevant logo trends of 2018:
- Typography Focus
- Color Me Bad
- Break the Grid
- Get In Shape
- Re-contextualise
Let’s dive in.
1. Typography Gone Wild
San serif may have been the go-to type during the early 10s, however, in 2018 more and more brands are customizing their own typography. Think of your logotype as the logomark.
Ways to experiment using typography:
Create your own typeface if your client brief asks for customized typography. Think smart! You’ve worked tirelessly on this design, then don’t just use it for your logo. Make the type the brand. Use the type in brand’s slideshows, websites (if applicable) etc.
Create exaggerated kerning (space between letters) or tracking (space between words) within reason.
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Don’t even use type. Create geometric shapes that allude the company’s name. This is great for logos that require responsive design.
Juxtapose your logotype with different typefaces or even families (by playing with line weights).
2. Vibrant Colors/Gradients/Patterns
Ways to experiment with vibrancy:
Remember the rebrand of Instagram’s logo from flat color to multi transition. So memorable that people were shocked at the new look. But now such vibrant colors and multi transitions have been such a growing trend. It’s great to see the comeback of color gradients rather than solid monotone colors.
Juxtapose vibrant and highly saturated colors such as Pantone’s Ultra Violet purple with muted colors and dusty pastels. Think Pantone’s Rose Quartz and Serenity, a pairing of gorgeous dusty pink and blue.
Getting bored of color? Apply texture or geometric patterns inside your shapes.
While viewed as a ‘millennial’ trend, this new trend seems very experimental, but it is weirdly rule-driven. Do remember, the shapes should be quite large to see such patterns.
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3. Get Off The Grid
Bored of following the rules? Break the rules. Break the grid. Too long have we followed the mantra of static, overused logos. Go off the grid, as long as your logo design is legible, professional and bring meaning, then be experimental.
Ways to experiment with grid layouts:
Play with kerning and tracking.
Overlapping grid layouts help create that fresh modern take on a logo.
Play with asymmetry.
4. Geometrics
Triangles, rectangles, square and circular logos are timless. These popular primry shapes create simple, minimal silhouettes of your logo. Plus, instant impact! And, it’s easy to scale down.
Ways to experiment with geometrics:
Use geometric shapes in the company’s name.
Repeat shapes.
Overlap shapes.
5. In Context
Already have a logo? Your logo can still be modern and provoke. By adapting the original logo to the trends mentioned above, you can modernize your company logo, without rebranding the whole business. Think of it as an advertisement, and a great excuse to reconnect with your customers.
Ways to experiment with your original logo:
If you have a solid black monochrome logo, change the fill into a texture, pattern or a high resolution image. But remember to always have the outline of the shape for continuity.
Create a monogram of the logotype.
Create a metaphor of the logotype. Good example of literal metaphor applied to design is the iconic IBM logo created bylegendary graphic designer Paul Rand.
Conclusion
This year it’s time to step out of your comfort zone. Don’t be rigid. Notice how all the trends relate to each other. Companies now want logos that are not only functional (look good in various mediums) but are memorable. We encourage you to experiment with new ideas – try bold color, typeface, context, shape, and line to re-invent the logo but make sure your design is practical reflects the personality of the company.
Want more?
Ultra Violet is Pantone’s Color of the Year 2018
6 Digital Design Trends for 2018
30 of the Best Free Stock Image Websites for Designers in 2018
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Tips For Designing Your Company Logo
Written by Divya Abe on Wednesday, March 14, 2018
Divya Abe is an expert graphic designer ready to share her knowledge with the crowd. Besides spending quality time on the internet she enjoys anything to do with cats. Get in touch via Google+.