Modern trends and approaches in logo design

Currently in the field of logo design there are many opportunities and different approaches for optimal solutions to a client's problem. This is not only due to constantly changing demands of customers, but also to the development of technology, allowing designers to open up new, previously unexplored, directions in their profession. Of course, a modern logo designer has the right to choose any of them, but here we should keep in mind that each project today is unique in its kind. Often it is a challenge to inventiveness, creativity and professionalism of the designer, so in such a difficult case as a logo, there is no and can not be universal recipes. With all the freedom in the choice of directions, with all the variety of possible solutions that are now embodied in logo design, yet it is possible to trace general trends and the most popular techniques that set specific trends in graphic design in general and in logo design in particular. Exactly about them we will talk today.

Speaking of trends, it is worth noting right away that their relevance has different lengths in time: there are more short-term trends, and there are trends, the interest in which has not diminished over the years. Both depend on a symbiosis of ideas of the designer, the perception of the client (the consumer of the logo) and the environment (eg, circumstances). In writing this article, we have tried to cover both short-term and long-term trends.

Bright and vibrant colors

The choice of bright, pulsating colors in a modern reading is combined with a minimalist or traditional approach to the graphics of the logo itself. This trend is primarily caused by the need for a high level of competitiveness. Bright color attracts attention, clings, creates a sense of unease and does not leave you indifferent. Neon colors, typical in 2020, in the new trend gravitate more to the shades of juicy fruits, tropical plants, azure sky and water. The positive world view carried by the expressive colors of the tropics carries over to the image of the company/product represented by such a bright and memorable logo.

The aesthetics of quick sketches and hand drawings

Freehand drawing, aestheticization of roughness and inaccuracies of forms, strokes and lines, from the general trend of graphic design have moved into the field of logo design. Stylization as a sketch or drawing in the development of an identity conveys the personal nature of care and responsibility of brand creators, translates the value of a unique, authentic individual experience and view of the world. Although logos in such stylistics have an unfinished, as if unfinished look, these particular imperfections make them more accessible and closer in the minds of consumers.

Gradient fills

Gradient fills are a striking representative of a long-term trend. It's hard to say with certainty how long they will be in the lead, but at the moment they rightfully take their place, and are still very popular among logo designers. Gradients allow you to give a strict and coherent graphical solution extra flavor, to eliminate the excessive dryness of a simple, concise logo, to give emotionality and expressiveness.
Recently, particularly popular gradients, consisting of bright but cool neon colors. Even a very restrained graphic sign is able to transform beyond recognition and demonstrate its relevance.

Negative space, form and counterform

Here is another prime example of an undying trend. Although the idea of using the void between the form (counter-form) to create additional meaning and expressiveness in logo design is not new, this approach is now gaining popularity. For the consumer to notice this second object, formed by the space of the counter-form and consider the whole idea, is like a reward for observation. Years of experience have shown that such brands attract the interest of the audience and are remembered for a long time.
Creating a logo using a counter-form is not an easy task, but the time and effort spent will undoubtedly be rewarded.

Basic shapes and simple geometry

Previously, companies, seeking not to get lost against their competitors, and fighting for the attention of consumers, chose complex, detailed and spectacular logos, oversaturating the graphic space. There was more and more noise and less individuality, understandable to the audience. These processes should have inevitably led to a trend to simplify the form and composition of logos, which happened not so long ago by historical standards.
Striving for brevity, designers paid attention to the expressive possibilities of simple geometric shapes or their combinations to create a clear image and convey brand values. Such logos are easier for consumers to remember and look fresh and relevant.

Tall vertical logos with ovals

The trend of building vertical logos is unique. Undoubtedly, there was no such thing before, it is something new in the history of logo design and corporate identity. This trend was born, apparently, as a result of the mass use of mobile applications by people, as well as the need to use vertical forms of logos in the mobile versions of sites. This circumstance has forced designers to look for new ways to combine the logo and slogan in a single capacious image.
The basis of vertical logos lay in the aesthetics of Art Deco, which was used with particular affection for elegant vertical frames, and their use of semi-oval shapes gives special expressiveness to such solutions. It is also worth noting that in the near future, many designers will begin to develop this direction because of its particular versatility. Apparently, this trend has come to us for a long time!

Overlapping and intersecting elements

Such simple in form elements such as parts of geometric shapes, planes and lines can, when superimposed, create a very interesting visual effect in places of their intersection, which is actively used in recent years by many designers. In addition, when creating logos to these effects are often integrated mirror symmetry or rotation around a single center. This is not by chance, because the results of many studies, people like the symmetrical shapes of logos, which evoke in them a sense of security, confidence, order and reliability. All this together gives the audience a very expressive and memorable graphic sign.
Of great importance in such logos is the choice of color of the overlapping objects, because their intersection arises its own special shade. Overlaps and intersections look very modern and technological, such solutions can suit many brands seeking to always remain relevant.

Optical Illusions

Appealing to the expressive means of optical (visual) illusions in logo design can be a great solution if you need to capture the attention of the consumer. Such techniques make the logo be viewed for quite a long time, thereby creating interest in the products or services of the brand. Optical illusions can be very different: color, volume, dimensional, e.t.c. Recently, popular effects that imitate not the volume, and the movement. So with the help of optical illusion a moderately laconic and inherently static logo acquires the energy of endless movement, and it can't help but fascinate!