What is the first thing that comes to mind when you mention the company name? Of course it’s logo. It is the face of the brand and one of the most recognizable and memorable visual elements.
The purpose of the logo is to be remembered and convey to the audience the main message of the brand, its ideas and uniqueness. To create a logo, there are many techniques and techniques, many of which turn into trends.
In this article, we will tell you what logo design trends you should pay attention to in 2023 in order to be among the brightest and most visible companies on the market.
Gradients and 3D gradients
To be honest, gradients have already become boring for many, since this is far from a new trend in logos. Nevertheless, their popularity does not subside: gradients are actively used in background images, website designs and logos.
A gradient is a graphic technique of mixing several colors, in which one shade smoothly flows into another. This allows you to give the logo depth and volume, unlike a flat design.
A logo with a gradient looks equally organic in any size and configuration, whether it is a digital environment or offline communication tools.
Also in the digital space, 3D gradients have been actively used recently. Three-dimensional effects, especially conical ones, suit the central plot. Emphasize the contrast between colors. Tapered gradients allow you to turn simple projects into complex ones.
3D gradient logos give designers the opportunity to play with colors, create unexpected solutions with a fresh and simple visual look. And this allows the companies themselves to stand out from the competition due to originality and sufficient freshness.
Negative space
Among the trends of modern logos, the use of negative space stands out. Yes, someone may argue that this visual technique has been known for several decades, but this technique is still in demand and is one of the most stable in design.
To create negative space, ambiguous images, intersections, and unusual displays are used.
The main effect of such logos is that you don’t immediately notice their feature. And this complexity of the image just attracts attention. I want to look at it and understand what is special.
A logo with negative space and a well-integrated idea provides the brand with good memorability, and in some cases even a sense of belonging.
Unique Fonts
Surely you have noticed that there has been a trend of transition of logos to text format. Therefore, one of the most obvious trends in logo design in 2023 is the uniqueness of the typeface. After all, you won’t get far with standard fonts, you need to look for unique solutions.
To make the font unique, use the following techniques:
- Letter substitution
- Experimenting with resizing
- Perspective distortion
- Imitation of hand writing
Minimalism
For several years now, minimalism has not lost its popularity in design. Logos are no exception.
When developing a logo, additional elements are minimized, and all attention is paid to key points. Delighting the target audience is more difficult, but the effect is usually more memorable.
Minimalistic logos look advantageous because they are perfectly readable both in a small icon of a mobile application or on an avatar of a brand page in social networks, and on large advertising billboards.
By simplifying logo design, designers strive to achieve versatility and the ability to stay in trend for many years.
Merging letters
Another variation of working with logos and, at the same time, a fashion trend is the merging of letters. It feels free and aesthetic. A harmonious and stylish combination of letters creates a brand image and a strong impression on the target audience.
Using this technique, it is important to find the right style and letters to merge. This can grab people's attention and convey the brand message in a concise yet memorable way.
We at Ingenious Guru used the merging of letters in practice when creating a logo for the Fine Dental Clinic, an author's dental clinic. Thus, we got a monogram from the first letters of the name of dentistry, which emphasizes the family traditions of its founder.
Emblem
Logos in the form of emblems with a lot of embedded ideas and brand values are becoming in demand again. At the same time, modern emblems differ from classical ones in a smaller number of graphic elements, simplicity and memorability.
Even just by looking at such a logo, a person should feel the value of the result that the purchase of the company's product will provide him.
The emblem may contain a verbal message, or it may do without it. In this case, the message is laid down in advance by other tools.
An unobvious plus of emblems is a low probability of copyright infringement, due to the presence of many unique elements.
Monochrome color palettes
If your logo already has or only one color is planned, congratulations, you are following the monochrome trend. This is a simple and universal technique that is relevant in 2023 and will probably be in demand in the foreseeable future.
The most important thing with monochrome is to choose the right shade. Here, psychology comes into play, because each color has its own influence on people and provokes different emotions.
For more information on how to choose the right color for your brand, read our Color and Brand article.
If we talk about what colors are relevant right now, then these will be light, earthy and warm shades: from muted green to orange.
When choosing a logo color, it is important not to forget about the general style of the company, its values and activities.
Optical illusion
One of the best ways to get people looking at your logo with curiosity is to use optical illusions. For example, with the use of 3D effects, shifting shapes, changing or overlaying colors, a combination of incongruous. But do not forget that the image should first of all convey your message to the audience.
Thanks to optical illusions, your distinctive badge will have volume and a wow effect that catches the eye. And this will significantly increase its recognition and memorability.
Classic b/w
Well, and where without the classics. Black and white logos are timeless and never go out of style, regardless of current trends and their influence on design.
Despite the outward sparseness of possibilities, there is room for creativity in black and white logos: you can change the visual perspective, you can create a texture effect, add lines and shadows, and so on.
Such logos are built on attention to detail. For example, for the jewelry brand Chanel, we focused on the thickness of the lines of individual letters, which supported the general idea of the company's corporate identity and gave the logo an additional elegance.
Logos those are irrelevant in 2023
To warn you against rash decisions, we will briefly talk about anti-trends in logos in 2023:
- Retro. Surely there will be individual companies that will resort to such a visual technique, but it will suit a rare number of businesses;
- Complex lettering. Expressive writing is a trend of the past years. Now there is a greater demand for simplicity and clarity;
- General complexity. Minimalism, minimalism and more minimalism. This is what the modern audience needs. Easy readability and memorability are important for a logo.
Remember a simple but important thought - you should not ignore trends, but you should not blindly follow them either. First of all, the logo reflects the concept and features of your brand. Ideally, it should remain relevant for many years and even decades. Therefore, be inspired by trends and create a unique product. And if you want to entrust it to professionals, reach us at NYC logo design agency. We will analyze your company, the market in which you operate, your direct competitors, and develop a solution that will distinguish you in the eyes of the target audience.
