It’s not surprising to most people to hear that logos matter. According to Robert Jones, a professor of branding at the University of East Anglia, logos are a form of communications used to express a company’s inherent values. “It helps express how you’re different from your rivals,” he explains in an interview with the BBC.
It’s important to note that, like many aspects of running a business in 2016 -- whether it’s keeping a website, updating social media, or simply updating company policies -- logos are not something that should be changed once, then kept static. Instead, your business’s relationship with its logo should be seen as an ongoing negotiation as your brand evolves, changes, and responds to consumer need.
So: what exactly is brewing in the advertisement world when it comes to exceptional logo design? Here are five big trends we’ve been seeing for 2016.
1) Flat Design
Although this was a trend before 2016, it’s definitely been picking up steam as companies continue to look for ways to better follow the logo advice of “KISS” (Keep It Simple, Stupid). Several major brands each year continue to discard their once iconic logos for something more simple and minimalist. While some brands have discovered the hard way that customers don’t always want a plain logo, others have fared quite well.
2) Negative Space Logo Design
The simpler a logo is, the better; and crafting a logo using negative space can be innovative, iconic, and quite simple and easy to recognize -- all at the same time. It’s also an easy way to incorporate multiple meanings into the same logo, since white space can serve a dual visual purpose.
To get an idea of what we’re talking about, peruse through some of the examples on Designshack.net. A great single logo to check out is Wooden House.
3) Line Art
What is line art? A logo with a more complex design uses thin, even and monochrome (usually black) lines to craft their logos. This type of logo is especially prevalent in the food service industry, but it’s been picking up steam elsewhere as well. Done well, it can evoke a feeling of contemporary minimalism while still conveying more complicated imagery. Here are several top examples on DesignBolts.
In other words, emojis are one trend that’s emerged in 2016. While most companies may not be ready to incorporate emojis into their overall brand strategy (just yet at least), for digital and youth-oriented businesses it can be a great way to connect themes and communicate a certain messages to emoji-savvy consumers. In all likelihood we will see more emoji incorporation -- or emoji inspiration, at the very least -- in the years to come.
5) Retro Style
The flared bell bottom has been making its way back into fashion -- and so has retro styling found its way into the logo circuit. For many businesses, retro-style logos have the appeal of keeping in line with the ever-popular flat design while often capturing in a unique way, a brand’s core identity. To view examples of retro/vintage logos, check out Elegantthemes.com.
Like anything, logo styles are always changing. 2016 has seen the emergence and growth of several intriguing trends -- it will take until 2017 or beyond to see just how much lasting power these trends truly have.