Have you kept up to date with the logo design trends that have emerged in 2017? Want to know if your company logo remains on point?

Logo design is a dynamic field that continually evolves with the times. Each year, new trends and styles emerge, reflecting the changing tastes and preferences of consumers. In 2017, the world of logo design saw some exciting developments, with designers pushing the boundaries of creativity and innovation.

In this blog post, we’ll explore five logo design trends that took center stage in 2017 and left a lasting impact on the industry.

Creative Market share their logo design trends for 2017 in this infographic.

 

1. Minimalism and Simplicity

One of the most prominent logo design trends in 2017 was the emphasis on minimalism and simplicity. This trend was driven by the need for logos to be easily recognizable and scalable across various platforms, including digital and print media. Brands realized that a cluttered and complex logo could be overwhelming and fail to leave a lasting impression on consumers.

Minimalist logos are characterized by clean lines, simple shapes, and a limited color palette. In 2017, many well-known brands embraced this trend by either updating their existing logos or introducing new ones. For example, brands like Airbnb and Instagram unveiled sleek, minimalist logos that resonated with modern audiences.

Airbnb’s new logo, known as the “Bélo,” featured a simple geometric design that symbolized belonging and community. Instagram, on the other hand, simplified its iconic camera logo by removing unnecessary details and focusing on a gradient background. These changes reflected the shift towards clean and straightforward design aesthetics.

Designers also played with negative space to create hidden meanings and clever visual tricks within minimalist logos. This approach not only added depth to the design but also engaged viewers by encouraging them to discover hidden elements within the logo.

The beauty of minimalism in logo design lies in its versatility. Minimalist logos can adapt to various contexts without losing their identity, making them perfect for the digital age where logos need to be responsive and adaptable to different screen sizes and resolutions.

2. Geometric Shapes and Patterns

Another prominent logo design trend that emerged in 2017 was the use of geometric shapes and patterns. Geometric logos convey a sense of order, stability, and balance, which can be particularly appealing to consumers looking for trustworthy and reliable brands.

Designers turned to shapes such as circles, triangles, and hexagons to create visually striking logos. These shapes were often used to represent various aspects of a brand’s identity or values. For instance, circles were associated with unity and community, while triangles symbolized growth and change.

The use of geometric patterns and tessellations also gained popularity in 2017. These intricate designs added a layer of complexity and sophistication to logos, making them stand out in a crowded marketplace. Brands like Adidas and Spotify incorporated geometric elements into their logos, reinforcing their commitment to innovation and creativity.

Geometric logos were not only aesthetically pleasing but also highly adaptable. They could be resized, rotated, and manipulated without losing their integrity, making them suitable for a wide range of applications, from business cards to billboards.

3. Hand Lettering and Custom Typography

In 2017, hand lettering and custom typography became a prominent logo design trend, offering brands a unique way to express their personality and individuality. Hand-drawn lettering added a personal touch to logos, making them feel more authentic and approachable.

Many brands, particularly those in the food and beverage industry, embraced custom typography to convey a sense of artisanal craftsmanship and nostalgia. Craft breweries, coffee shops, and artisanal bakeries, for example, used hand-lettered logos to create a sense of authenticity and evoke a bygone era.

Custom typography allowed brands to break free from the constraints of traditional typefaces and create logos that were tailored to their specific needs. Designers could experiment with different letterforms, flourishes, and ligatures to create unique and memorable logos.

One of the most well-known examples of hand-lettered logos in 2017 was the Coca-Cola “Share a Coke” campaign, where the brand’s logo was replaced with names and phrases that encouraged consumers to share their drinks with friends and loved ones. This campaign not only drove engagement but also showcased the power of custom typography in creating a personal connection with consumers.

4. Gradient and Color Transitions

In 2017, designers explored the use of gradients and color transitions to add depth and dimension to logos. This trend departed from the traditional flat, two-dimensional designs and introduced a sense of movement and vibrancy.

Gradients allowed designers to experiment with color in new ways, creating logos that transitioned seamlessly from one hue to another. This dynamic approach to color added visual interest and made logos more engaging.

The use of gradients was particularly prominent in technology and digital-focused brands. Companies like Apple and Microsoft incorporated gradients into their logos, signaling a departure from the flat design aesthetic that had dominated the tech industry for years. These gradients added a sense of vitality and modernity to their logos, aligning with their innovative product offerings.

Color transitions also played a significant role in logo design in 2017. Logos that featured a smooth transition from one color to another created a sense of movement and change, which could be used to convey a brand’s evolution or adaptability. This approach was particularly effective for brands in industries that were undergoing transformation or rebranding efforts.

5. Negative Space and Hidden Meanings

In 2017, logo designers continued to push the boundaries of creativity by incorporating negative space and hidden meanings into their designs. This trend captivated viewers by encouraging them to look beyond the surface and discover concealed elements within the logos.

Negative space refers to the empty space surrounding and between the elements of a logo. Designers used negative space cleverly to create hidden symbols or messages within the logo itself. When viewers spotted these hidden elements, it created a sense of delight and engagement.

One of the most famous examples of this trend is the FedEx logo, which includes an arrow formed by the negative space between the letters “E” and “x.” This arrow symbolizes speed and precision, aligning perfectly with the company’s core values and services.

Hidden meanings in logos often added depth and layers of interpretation. For example, the Amazon logo features a subtle smile in the form of an arrow that starts at the letter “a” and ends at the letter “z,” indicating that the online retail giant offers a wide range of products, from A to Z.

The use of negative space and hidden meanings allowed logos to tell a story and engage viewers on a deeper level. It also encouraged consumers to share their discoveries, creating a sense of connection and brand advocacy.

Conclusion

The world of logo design in 2017 was characterized by innovation, creativity, and a willingness to experiment with new ideas. Minimalism and simplicity brought a sense of clarity and versatility to logos, making them suitable for the digital age. Geometric shapes and patterns conveyed stability and balance, while hand lettering and custom typography added a personal touch to brands. Gradients and color transitions brought vibrancy and depth to logos, and the use of negative space and hidden meanings created engagement and intrigue.

These five logo design trends that emerged in 2017 reflect the ever-changing nature of design and the need for brands to stay relevant and memorable in a competitive marketplace. As we move forward, it will be exciting to see how these trends continue to evolve and influence the world of logo design. Designers will undoubtedly continue to push boundaries and create logos that capture the essence of brands in innovative and unexpected ways.