In this installment of Trends to Watch (and Try) in 2018, we’re looking at branding trends. Specifically: logos, and how you can “level up” your logo to turn heads this year.
In general, your logo design should follow a few basic principles:
Versatility: Does it look good on all platforms, and does it work on all devices?
Simplicity: Is it clear, easy to read, and not too busy?
Creativity: Is it attractive and unique?
Consistency: Does it follow the rest of your overall strategy?
Here are some ways you can grasp branding trends in those key areas while still spicing things up a bit:
2017 might as well have been called the year of the GIF. They began transforming the way people comment and communicate online. And they started popping up in branding as subtly animated moving logos. You can start with your existing logo, use an app to add a simple animation, and you’re off to the races. Animation will play a huge role in branding trends of 2018.
There is an infinite number of colors (and color combinations) out there, so we’re not going to list them all. But in general, vibrant colors are eye-catching and effective in a logo design or update. Just make sure it aligns with the rest of your branding strategy, and that your colors look consistent, in-print and on screen. If you really want to make these colors pop, a Digital Paintbrush effect gives an organic, nostalgic look and feel to your logo.
Geometric shapes hit the simplicity requirement, and layering and combining them opens the door for a lot of exciting possibility with your logo.
Having your logo optimized for all social platforms (right sizes and dimensions, accurate colors) is key to the overall credibility of your digital marketing. Thumbnail versions are something to consider, too (perhaps for setting a profile pic for your brand). [Any of these branding fails describe you?]
Letter-stacking in a text-based logo is a great way for companies with long names to make their logos more interesting and eye-catching. The condensed format is a great way to make a solid first impression.
This is a great way to freshen up your logo. People love their snazzy fonts. Some things to try:
Nonlinear lettering is great if your brand personality is casual and quirky.
Handwritten or hand-drawn logos communicate authenticity. And even if you don’t literally handwrite or hand-draw your logo, there are plenty of fonts and design tweaks out there to mimic that effect.
It’s important to note that—while a logo update/refresh is a good way to perk up your branding, you don’t have to reinvent the wheel. As long as you work within your branding guidelines and develop something that helps people remember your brand, you’re on the right track. What guided your logo design process? Share your logo with us in the comments!
P.S. Make sure you don’t miss the first two installments of our series:
[Part One: Email Marketing Trends 2018]