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Whether you're in the market for a new logo or ready to give your existing one a makeover, you'll want to push the boundaries to stand out from the competition. But before you begin the process, realize that much like fashion, graphic design is constantly evolving. A logo design that has slipped out of style can make your business look outdated, so keep yours current and compelling by staying on top of what's popular right now.
Cono Fusco, Creative Director of Logo Development at Deluxe Corp., shares his predictions for the top logo design trends that will emerge this year. His expert opinion, coupled with industry research, will guide you to the right logo style for your business.
Creative squiggles. Logical squares. The shape of your logo has a powerful impact on consumers. Geometric shapes (think circles, squares and triangles) communicate structure, organization and efficiency — and what business wouldn't want to be known for these positive attributes?
Unlike complex logos, shape-based logos are easy and inexpensive to reproduce — no matter if it's one color or full color — on promotional materials, so you'll be able to connect with different users over multiple platforms. You can also use shapes to form a letter or add a 3D touch to a logo.
"Anyone can create an attractive logo with shapes. You can combine them any which way and add color to the mix to create a simple, modern and memorable logo design," Fusco says.
Ready to rebrand your logo design? Hold on to what works with your old logo design, but make it more impressive, profound and meaningful with the overlapping effect.
"Overlapping fonts and shapes add depth, dimension and texture to flat logo designs," Fusco says. "Add complementary colors and bold fonts, and you'll create an original logo that commands attention."
In 2020, there will be bonus points for close kerning of letters — meaning you adjust the spacing between letters to get an attractive logo.
A gradient is a gradual blend of colors, often the same shade of a color. Try playing with gradients to reach a new level of personalization. Make a solid logo first and be sure that adding gradients won't make it hard to read or print. The subtle use of gradients creates a powerful logo that's easy to share on social media.
"Instagram is a great place to promote not only your brand but to have fun with new design ideas and experiment with your followers," Fusco says.
Add a pop of personality by handwriting your brand in cursive, or use one of many elegant fonts for pizzazz. Cursive adds a creative flare and hints at a lighthearted brand.
Know your business and if this style fits your purpose. An accounting firm may want to stay away from cursive fonts, but wedding planners and restaurants wanting to show their carefree, romantic side may benefit from using this method.
"Simplification is a huge trend in the design world at the moment," Fusco says. "Designers are taking an existing brand or logo and streamlining it or completely redesigning the logo to be cleaner."
Stylish and simple, it's easy for potential customers to focus on your brand.
Clean, clear, less complicated logo designs (think Etsy, eBay and Chanel) are easy to remember and recognize. They're a snap to scale and reproduce. And they never go out of style. The best part is, this trend works for all types of businesses and brands.
According to Fusco, you don't have to incorporate all of the elements mentioned above into your logo. But dare to be different with your design while keeping an eye on what's popular. Experiment! Combine shapes, fonts and colors in fresh ways to create a stand-out design that resonates with your customers and works for your business.