Creating an effective and memorable logo isn’t about following trends. It’s about distilling the unique essence and personality of your brand into an instantly recognisable emblem.
Looking at what’s working for other brands can help spark ideas that you can put your own spin on. From emerging design techniques to new colour schemes, read on for the 10 logo trends to watch in the new year.
1. Motion graphics and video
Generally, we think of logos as being still and stationary—whether they’re on product packaging or on a business card. But that’s about to change! In recent years, we’ve seen video and animation become an integral part of visual branding and that upwards trajectory is only going to continue in 2020.
As social media calls for more engaging advertising, brands will need to push the boundaries of their campaigns. There will be more video and motion (such as stop motion and gifs) being used to establish more of a connection with their audience.
Logos are no exception! When being used on digital platforms like your website, social media posts or even your email newsletters, motion can be used to make your logo more dynamic and engaging. This can mean interactive animation like the above by Nikita Melkinov, video backgrounds or even 3D motion graphics.
The good news is, you don’t have to be a professional animator to bring this logo design trend to life. Design tools like Biteable and Render Forest allow you to turn your logo into moving gifs within minutes. Canva Pro also has its very own Animator tool that allows you to make your logo bounce, slide, fade, block or turn 3D with the click of a button. However if you don’t have the time you can always look into companies that provide this service.
2. The colour mustard
Here’s one logo design trend that definitely cuts the mustard! This inviting colour has been popping in other visual industries like fashion and interior design recently and in 2020, we’re likely to see it flow through to brand identity.
One of the main benefits of using mustard in your logos the touch of warmth it provides. Indeed, it’s a strong choice for brands who want to emanate positivity, but want something more mature and sophisticated than a bright yellow.
Mustard is also a great alternative to gold for high-end brands. While most luxe brands opt for a gold gradient, mustard will become the new gold in 2020, particularly in brand collateral where a gold foil isn’t appropriate.
Another effective way to use mustard in your logo is as a background against white typography and icons.
3. Breaking free of the grid
In recent years, we’ve seen brands play it safe and colour within the lines. But now, it’s time to let loose! Of course, there’s a time and place for using a grid to guide your logo designs—it ensures your composition is symmetrical and visually balanced. But in 2020, we’re likely to see a move towards more abstract logo designs that push the boundaries.
There’s more focus on loose design, breaking out of the structured grid and allowing the design to have more of a ‘free’ composition
4. Custom type
The thing about visual trends is that once they become too oversaturated, they tend to lose their effectiveness. We’ve seen this happen with brush script fonts and extremely minimalist logos over the last few years.
There’s been so much change with big brands going down the more simplistic route, everything is beginning to look very much the same.
When this happens, it’s time for innovative brands to go back to the drawing board and tap into what makes them unique. Using a custom font is an excellent way to do this. After our bout of minimalism, brands will be looking to establish their point of difference again and will include more custom type into their branding. Including some elemental, custom typography will allow brands to tap back into their personality.
Mint is another colour trend set to take centre stage in 2020. This soft green hue is an excellent way to give your brand a refreshing and uplifting feel.
Interestingly, mint was popular a couple of years ago but took the backseat to its close relative, teal. But now, it’s set to make a triumphant return to the design world. In 2017 so many brands were using mint green in their logos, now, mint is making a comeback!
6. Responsive logos
Functional and user-friendly design is something that never goes out of style. We’ve seen this with the ever-growing popularity of responsive websites and now, we’re beginning to see it with logos, too. Responsive logos are a natural transition for brands wanting to shake up and revolutionise their industry within the digital space.
Put simply, a responsive logo is one that adapts to different screen sizes. Generally, this will require a designer to create versions at various dimensions, to optimise their performance. That way, whether you’re viewing it on desktop, smartphone or tablet, it will always look its best.
We’ll be seeing these used in apps, tech companies, Forbes-worthy businesses, and of course on a smaller scale with creative agencies that want to show off the trend as a new service.
7. Thin lines
Despite being slightly oversaturated, the minimalism design trend isn’t going anywhere anytime soon. Rather, it will continue to evolve and show up in different ways. While we tend to associate minimalism with sparse compositions and monochrome colour schemes, we’re likely to instead see it manifest through the use of linear elements and shapes in the near future.
Thin lines are definitely going to be a new trend in 2020, they’re delicate, classy and guide the eyes to create an experience for the viewer.
While thick, blocky lines can demand attention, thinner lines give your brand an elegant and calming feel.
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