Fashionable logotype

Most logos of brands that have been operating for many years change over time – this does not always mean a complete change of the logo, most often it is a slight refresh of the logo giving it new energy. These changes result primarily from following fashion – what is modern and attractive at a given time. Fashion and trends in design are often the driving force behind the creators of new logos. As a result, similar logos are created, which have nothing in common except the time in which they were created. How much does fashion affect the logo?

Below is an example of a brand whose logo has changed radically over the years. Currently, the very elegant Mercedes logo began its history with a simple form more similar to a bar sign (it is difficult to imagine the original decorating a luxury limousine).

The presented logotype underwent changes related to processes occurring directly in the company, and at the same time was adapted to the trends prevailing in different periods. Two trends were particularly visible in the automotive industry:

• use of heraldic motifs
• introduction of the 3D effect and metallic surface

Currently observed trends in logotype design are related to the increasing importance of brands operating in the online area, related to new technologies. Logotypes create icons, in the designs such effects as three-dimensionality, transparent colors, tonal transitions are used. These trends have been shaping for several years and will probably develop in the coming years. Below are described 15 of the latest identified trends.

Icons – simple symbols whose basic function is to convey specific information (they are anonymous). Logotypes composed of icons should be more personalized and carry a more complex message to the recipient – ​​the difficulty in designing such a logotype lies in showing through a simple, ascetic form that you are a complex entity representing certain values, with your own identity. There is a tendency to combine simple symbols (icons) into one complex sign (logotype) on the same principle as words are used to build a sentence. In this way, a legible logo is created that carries a deep message that conveys the entire concept.

The style of combining elements into one larger symbol is well-known and has been used for a long time. What is new, however, is the creation of chains or circles from overlapping, semi-transparent shapes – such a solution emphasizes the individuality of each element (different colors) on the one hand, and on the other shows the strength of the group as a whole (additionally, the connection between elements is emphasized by tonal transitions). Bright, clean colors are used – thanks to this, the logotype takes on an optimistic character.

The trend of using blurred forms similar to the effect of watercolour paints is an attempt to combine technology and artistic values ​​close to people. It is about more than filling the background with texture – in this case, the watercolour effect determines the shape, form and colour scheme of the logotype. The effect of wet (discoloured) elements is common, but not mandatory. The watercolour effect additionally gains when using technology – it is itself a carrier of colour values, which additionally “come to life” when highlighted on the monitor.

The use of this characteristic shape, which can be described as a parabola, hyperbola (or more colloquially a potato chip), is currently very popular. Initially, this shape is similar to a circle or ellipse, but a slight bend gives it a unique three-dimensional effect. It automatically evokes associations with elasticity and resilience. The key to achieving this effect is the use of a gradient – the same sign viewed in a monochromatic version will change its appearance and become more similar to the infinity symbol.

A reference to the technique of creating stereoscopic images discovered in the mid-19th century, consisting of superimposing shifted forms in two colors. This allowed for three-dimensional vision using special glasses. Adaptation of this technique allows for divergent vision depending on the color of the lens. The multi-colored forms are not only shifted – they are even set in different directions or differ from each other. It is up to the viewer which image they will focus on (no special glasses are needed for this) – this forces the viewer to focus more on the sign in order to analyze its complexity and choose an option for themselves.

Using the variable focus effect popular in photography in logo design. A technique that involves giving different layers of clarity to the sign, allowing you to control the distortion or blurring of its initial form. This gives the logo a certain mystical, metaphysical character, you can get the impression that it is slowly disappearing and dissolving into space. This effect forces you to look at the logo for a longer time to make sure that it really exists and nothing is happening to it.

It has become popular to create symbols that resemble fabric or the seat of a wicker chair in terms of structure. Such a symbol emphasizes the strength resulting from the intertwining of fibers – it shows cooperation, the strength of the group. This is a return to one of the oldest trends in logo design. Currently, it is maintained in a flat form (single-tone stripes intertwine), but it is possible that this technique will change towards more three-dimensional solutions.

This trend consists, in an abstract sense, of wrapping the sign with a white line (like wrapping ham with string before smoking). This line simultaneously divides and connects the resulting elements of the sign. Designers using this coincidence avoid combining it with gradients and the effect of three-dimensionality, sometimes only differentiating the individual elements of the sign in color to break the monotony.

Referring to motifs taken from nature is invariably popular in design. A novelty in this direction is the focus on the moment of germination – using the moment when a planted seed breaks through its shell, goes through a layer of earth and already on the surface develops fresh greenery. This motif emphasizes a new beginning. It is a promise and hope, it uses the moment when it is not yet known what will grow – a tree, a flower, or a weed – it focuses on the message contained in the germination itself.

The use of a sticker that has been popular for several years and appears on various products and informs about a promotion or a new recipe. The graphic adaptation of this characteristic sticker with weak adhesive becomes a spatial element of the logotype by “lifting” one of its corners. This solution suggests to the recipient that there is something more behind the logotype – it arouses in them the desire to look what is hidden under the sticker.

A design style that takes a sphere as a starting point, which is then cut out and transformed into an intricately decorated, well-thought-out spatial form. The sign may look as if it were composed of several elements, fitted together (like a three-dimensional puzzle). Simple associations it evokes are: precision, globality, independence. Such a shape communicates the brand’s identity through what is not there, as opposed to what has been added.

Mobile devices and the visual language of applications associated with them may have the greatest impact on the way logos are designed over the next decade. There is a tendency to blur the lines between logos, icons, and buttons of interactive applications – these forms have always had a lot in common, but now there are connections that break away from the standard understanding of a logo (at first glance it is difficult to tell whether it is a logo). Solutions are best suited to brands that focus their activities on the online area.

A reference to trends from previous years (to logos using pixels) showing how they can evolve. Current solutions use geometric figures gathered in groups, covering the surface with a repeating pattern. Often, individual elements have a common color palette, which creates an effect of overlap and transparency. The mosaics built present different levels of complexity – from complex patterns to simple shapes created from a small number of elements. Such logos communicate the strength contained in numbers, in a larger group. They are associated with precision and accuracy.

A style similar to the described Chip Shape, instead of a circle, using a rectangle as the starting shape (then turned 90° and bent into an arc). This is another trend revolving in the field of geometry, introducing difficult shapes into logo design, creating spatial forms. Building a legible sign without using transparency or gradients is a big challenge for the creator. These symbols express cyclical movement, communicating the dynamic essence of change.

The next stage of the already observed trend of creating logotype families. In previous years, families of similar signs appeared, but differed slightly in appearance or content. Currently, families of logos are being created that differ only on the surface – the impression of a change in the technique of making the same logotype. The purpose of such procedures may be both the desire to make communication visually more attractive, and to convey a specific code of information. Regardless of the assumptions, such a communication system is flexible, allows the sign to be adapted to various situations and allows for the continuous building of brand recognition.

Trends in logotype design, like any other mechanism, are related to fashion – similar phenomena concern clothing, architecture, or creating names for brands. After a while, what is fashionable becomes the obligatory standard, and what is out of fashion is simply outdated. On the other hand, trends change – in design, a balance must be sought between fashion and universality.

The ideal sign is one that allows for modifications, while still remaining recognizable. It then becomes a dynamic form that evolves and adapts to the actions of competitors and changing consumer tastes. Changes to the logo do not have to be radical – a delicate facelift such as introducing semi-transparency, a 3D effect, or a more modern font allow you to refresh the logotype and give it a current character.

Designing a logo based solely on a passing fashion is risky. In most cases, a brand logo is created with the prospect of being used for a longer period of time – if it lacks versatility, it may lose the ability to follow trends and become outdated along with the fashion in which it was created.

Based on the report “2012 Logo Trends” by Bill Gardner – president of Gardner Design and creator of the LogoLounge.com website (http://www.logolounge.com).