In the constantly-shifting business environment having an up-to-the-minute logo design is more important than many marketers realize. It shows you’re in touch with the world around you, you’re taking notice of business trends and you’re savvy enough to respond accordingly.
For companies that already have established corporate branding, a logo refresh is always a good opportunity to relaunch, reposition and rebrand. If your organization is new on the scene, then it’s even more vital to develop an eye-catching and compelling brand that sets you on the right path.
So, what’s trending for 2015 in the world of logo design? I thought I’d bring you some of the exciting things I’m seeing, in case you can find a way to incorporate them into your corporate branding:
Breaking All the Rules
Custom letterforms are in, and the advancements in digital technology have made it possible to create stunning, perfectly-crafted fonts that rival any hand-cut letters of the past. This also makes room for stencilled and incomplete typography, which conjure up a sense of the mechanical and practical.
The use of capitalization has gone with the wind, and lower case lettering is here to stay (for the foreseeable future, at least!). In the past upper case characters were common in a logo design, particularly for corporate brands. Lower case logos were viewed as less formal (read: less professional). In 2015, it’s synonymous with creativity, youth and playfulness.
The multitude of tools now available to design teams makes creative conceptualization much easier than it used to be. At one time, a novel logo design had to be developed in the designer’s mind, then hand-drawn on paper and scanned in or manufactured for photography before it could be used for print or online purposes.
Now, techniques such as the use of negative space can make designs both simple and spectacular at the same time. The use of line art, too, has expanded to include stylized diagrams and imagery that creates a specific personality for the brand.
Taking Colour to Extremes
Some designers make use of bright, solid shades such as spot colours, which have been less in demand lately than they were in the days of print. Others go for more of a monochromatic feel by using only one or two colours or percentage shades for effect.
Simplicity Speaks Volumes
Apple’s influence and global reach is probably partly to blame for the new allure of simplicity. Few designers can recreate the elegance and perfection of the isolated, half-eaten apple, but the trend towards clean, down-to-earth and stamped logo design is catching on.
How can you incorporate these ideas into your marketing strategy to make the impact you need in 2015?