Jun 19, 2015
Trending Logo Design of 2015
Design defines and adapts in tandem with our environment, technology and culture. Logos reflect time and culture. It’s said that great logos are timeless but the more I design the more I think that’s a myth. I bet we’d be hard pressed to find a logo from the 1950s, sixties or even the eighties that would pass as a modern mark.
LogoLounge founder Bill Gardner looks through thousands of logos each year to pinpoint these design themes. They are always spot-on. This year the 2015 LogoLounge Trend Report sees an emphasis on icons, responsiveness, versatility, and increased visual awareness.
“This report is intended to bring awareness to what is happening in the identity design field. Be educated by this, stand on the shoulders of others to advance our industry, but please do not consider this report a suggestion of what your next project should look like.” – Bill Gardner
I’ve created an annotated list of Gardner’s findings below. You can get the full report here…
Dot Tip. Capping the ends of line segments with dots add visual weight and closure to a design, perhaps evoking science or technology.
Contours. Gradation of a color within strong contours creates visual volume and depth. This 3D-esque technique allows the color values to do the talking without needing to add unnecessary details.
Concentrak. Parallel groups of lines that are twisted and curved create a visual stretching, filling the space they inhibit with movement and volume. These lines often contain a gradient color for added rhythm.
Sparkle. The four-pointed star is less national or religious than a five-point and more bling, sparkle, shine.
Pick-up Sticks. A designer can ease the unpredictability of randomness by organizing arbitrary elements into visual cohesion. As Gardner puts it, chaos “provides a surface that is untamed and represents a consistency of idea that honors the unexpected.”
Coloring. Coloring inside the lines will never go out of style. Thick mono-lines filled with colors define their subject in a modern and slightly child-like way.
Circle Break. Whether you read it as a pie chart with its middle missing, a “loading” symbol, or just a ring with different color values, the circle is a cohesive emblem that is seamless unless broken.
Trixelate. Groups of triangles that come together in quilt-like harmony demonstrate quantity, technology, a solution. Gardner said it best: “Obviously the offspring of what happens when a triangle and a pixel hook-up.”
Photo. A traditional identity design taboo, incorporating photos into a logo has become hot. Extreme editing and Photoshop skills have allowed for this seamless blend of real and graphic elements.
Rays. The starburst shape has become versatile in its use and execution, from depicting an obvious “THIS!!” to subtly filling blank space in an image.
Naïve. Whimsical, non-perfect, hand-drawn images depict a brand’s friendliness and relatability.
Coded. A friendly representation of science, code, and the complex is created through repetition of simple shapes.
Chroma Coaster. This dramatic design uses gradients to define the pathway of a single line. These dynamic shapes suggest discovery, activity, and vibrancy.
Detail. Plentiful details in a logo can work together cohesively when the same color, weight, and scale. Logos focused on many small elements show the brand’s craftsmanship and attention to detail.
Shaded. The use of shadows in typography demonstrates drama, dimension, emphasis and boldness.
Relevant logo/branding articles: