Fashion is changeable and cyclical at the same time. Logo design trends only confirm this rule. New directions have appeared, but at the same time, the most interesting traditional solutions have been preserved, and some ideas have literally been “returned from the archives”. This is the conclusion reached by experts from Logaster, who created a selection of 10 current trends in branding development in 2023. Read more below.
Back to the 90’s
Readers, who came across infographics and identity more than 20 years ago, remember this particular style. Despite some nuances, it is interesting, bright, and recognizable. Therefore, its return was quite expected. In 2023, some designers will use the most original solutions.
In particular, a contrasting gradient with bright, almost acidic colors looks interesting. A layout of almost incongruous shades and hand-drawn letters instead of typical fonts can make your branding stand out.
This method has been around for many years, and every time designers have successfully applied it. The interesting thing is that it is always relevant and can pleasantly surprise. The negative space can be considered as the most stable trend in identity design. It can be implemented using intersections, the effect of ambiguity, and the removal of individual letter elements.
The main advantage of negative space is that the effect is not obvious. The complexity of the logo grabs attention. The audience will want to look at every detail in order to solve the riddle. When a person understands what is encrypted in the image, they will remember this logo and, perhaps, feel a certain connection with the brand.
At a basic level, negative space is needed to emphasize the boundaries of the positive. If this solution is successfully implemented, the logo will become more recognizable and popular.
For several years in a row, fonts have dominated in graphic design. Many brands have relied on developing full-text logos. Naturally, template solutions will not help here: therefore, designers began to experiment with the visual component. When the task is to create an identity using only letters, you need to find an interesting solution.
The examples demonstrate the most original approaches: aligning letters, replacing, adding laconic symbols. Any method is good if it makes the logo more visible and increases the customer’s perception of the identity.
Layering of the Details
The point is to develop a multi-layered picture with additional depth and volume. Designers have many options of layering to create a unique logo.
How to implement this trend? You can connect two symbol elements, duplicate any of them, overlay geometric shapes, or experiment with colors. This is just a minimal set of ideas: there is no limit to their number.
More Vibrant Colors
Using bold colors and color combinations is a great way to create a noticeable brand name. This is especially recommended in cases where the company is rebranding and wants to radically update the symbolism.
The next year offers a lot of room for experimentation. There is even an opinion that designers can temporarily forget about color combinations and try “forbidden” combinations. The brighter the color scheme is, the more chances there are to get the audience’s attention. It is very important against the background of the constant reduction in the time of customer interaction with brands.
A minimum of elements, simplicity of lines and shape: conciseness remains relevant in logo design. Minimalist logos are still popular today thanks to the digitalization of businesses. The fact is that a recognizable logo with a minimum amount of detail looks good in any size: including on an avatar in a messenger. The simpler the brand name is, the more universal it is. This is one of the secrets of popularity.
This method provides maximum creative possibilities and freedom for designers. Moreover, it’s the opportunity to update your branding without changing anything globally. You just need to choose the details that create the geometric shape or add it to the symbol, highlighting colors or in some other way.
Games with Signs
Many designers use symbols when working on their branding designs. This is a steady trend, and its popularity is growing. Experimenting with symbols could be one of the key areas in 2023. It is expected that new logos will be developed with an emphasis on this direction.
Symbols provide many benefits, for example, they can visually emphasize the characteristics of a brand. Or, alternatively, create a visual “magnet” that will make you look at the logo longer.
The use of gradients is a popular idea lately. What is the reason? At least, the rapid development of software for designers. Modern specialists have the opportunity to work professionally and in detail with shades, adjust the finest transitions. To see the progress, it is enough to compare the gradients of 30 years ago with modern ones.
What solutions will be relevant in the new year? Working with a large number of colors and applying different options for using a gradient, increasing or decreasing the saturation of the selected hue.
Gradients allow you to achieve uniqueness, make the logo more modern. Moreover, effects of extra depth and volume are created, and the right colors help to manage the mood of the audience.
The desire of any company is to create a memorable brand. Each designer has their own approach to solving this problem. For example, some experts use optical illusions. As for examples, there are several options for implementing this idea:
- experiments with color;
- negative space (which was mentioned above);
- unique and unrealistic figures;
- contrasting illusions;
- visual distortion.
This trend makes it possible to create cipher logos: they attract attention with their mysteriousness and stimulate the audience to think about what is encrypted in the image. This increases the time of contact between the consumer and the logo.
Obviously, most of the branding trends for 2023 are familiar solutions that designers have been using for years. However, there are also new ideas among them. All trends get down to one thing: the importance of creating a unique and visible image that sets the brand apart from the competition. This is quite real: especially considering the modern tools and opportunities.
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