logo design trends - 2008
TRANSCRIPT
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2008
Logo Design Trends
10 trends that will define logo design in 2008
Logos are the ultimate mark of distinction and everyone loves them. We see logos
everyday - on the highways, on consumer goods, on the Web and in the institutions
and organizations we support. Read about the different types of logo designs here
and learn what principles and techniques are used to create them. Discover what the
future holds for logo design!
Comments | 51 Organic 3D
Here's something new for 2008: we will be seeing 3d effects in logo design that will
reach different places and stimulate different viewers who are craving for a new,
fresh look! Polish those lenses and see 3D escalate to a higher level!
Let's take an example. You're seeing the Silverlight logo for the first time. Your eyes
are trying to absorb every feature and then-you suddenly react. What's your first
reaction? A breathless "WOW"? Do you find yourself saying "aha"? Does the
Silverlight logo design trigger a feeling in you, arousing a desire to actually want to
see the product that's behind that logo? That reaction was what the creators of this
corporate logo were aiming for.
The logo designer starts with a very basic shape that is applied to a simple
transparency effect. This can lead to a more complicated process, but one thing you
must remember is that the end result should look as organic as possible. Take your
distortion tool for a good spin!
We welcome this type of logo design because it stands out and it tells us that it's not
"run of the mill." You see, the 3d bubbles and transparency effects - which were
overused - were getting really boring. There is just one downside: ''eye catching ''
logos were appearing on the scene and becoming more sophisticated but they are
not necessarily the easiest to print.
In fact, the capability to print the logo exactly as it looks on screen is a frequent
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request that stands at the basis of corporate logo creation. Is it possible that the
constant technological development that now allows us to accurately reproduce a
design on different surfaces will generate changes in the classic laws of logo
design?
Technology organizations that produce and market groundbreaking products and
services use this type of company logo design. By using the "organic 3d" effect, logo
creators avoid that cold image look which is so typical of other companies' logos in
the technology field. This type of logo is not only eye catching, but is also friendly.
And here's a bonus: the lighting effect is fantastic!
Comments | 12 Waves - The New Swooshes
That's it - no more swooshes! After years of being number one, swooshes have now
been replaced by the so-called waves. Do you see these waves in the above logos?
Top graphic designers use them to inject more flexibility and flow into the design. To
highlight the idea of movement, logo designers execute a fade technique from one
color to another for this type of logo design. It does not matter if a single wave is
used or is incorporated into the design; the round shapes give it flexibility so that the
viewer gets a sense of movement and of communication. "Waves" are a good
strategy to suggest the feelings of movement, transfer, quickness and connection.
They are not easy to use, but if you master the technique, you can produce and
optimize the effect. "Waves" are now IN - they have replaced swooshes, swirls and
other curves you find in logo designs everywhere. Could waves be the new
swooshes? Will they dominate the scene in a few years? Long time ago we thought
swooshes were trendy. Then they rose in popularity so much they become a big NO
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NO. And today, waves are hugging the limelight. Will this be the new trend? We shall
see!
Comments | 23 "Web 2.0" Logos
Designers often hear the term "web 2.0" from their customers who ask for this
specific type of logo. The term Web 2.0 actually refers to certain technologies (Ajax,
Ruby, etc). The thing is, can we really say that there's a new trend in graphic design,
the web 2.0 design?
It seems to be the case these days. A web2.0 logo is now synonymous to a modern
and trendy logo, and this is why we find an impressive number of tutorials on the Net
that allow designers to transform existing logos into web 2.0 logos. What
characteristics do web 2.0 logos have? They have bright colors, color levels, cute,
icons, 3D effects, shiny surfaces, shadows and reflexions. The fonts are simple and
most of them rounded. In some cases the color levels, shines and 3D effects are also
applied to the lettering.
These effects must be used very carefully, because we have seen countless cases
where the logo designer uses these elements to make a logo look good but neglects
to give the concept the necessary attention it deserves.
Some of these logos are beautiful. They catch your eye instantly and give you the
feeling of sophistication and technology. But is the web 2.0 logo design trend strictlyrelated to the current popularity of web 2.0 technology? Will this trend fade when
something else replaces web 2.0 technology?
Interestingly enough, we are sure that this type of logo can also be called the "apple
type logo". We are all familiar with the Apple logo; in fact we were astonished when in
1998, Apple gave up the "rainbow logo" and launched the "glass Apple logo ". This
logo has turned out to be one of the most famous brands in the world, and i t "stirred
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up the crowd" without any doubt when it was first launched. The fresh, innovative 3D
technical image was one influential factor, but its bright and warm qualities
contributed to the evolution of logo design and the way a brand should be perceived.
Today we are flooded with 2.0 web logos that unfortunately have become too
common. We'll have to wait and see whether they are here to stay or are just a
passing trend. What do you think?
Comments | 54 Transparency in logo design
We'll say this right away: transparency has always been fashionable. Designers often
use transparency, thanks to the notion of elegance that it communicates.
Transparency allows the combination of different design elements offering the viewer
a special image. With the help of transparency you can create perspectives, suggest
the ideas of growth, development, combination and connection.
Some famous designers are of the opinion that only inexperienced logo designers
use transparency and color levels. We disagree. Transparency enables you to create
some unique effects that definitely catch the attention of the viewer. Transparency
makes the design brighter, and the subtle transition from one element of the design
to another provides the illusion of a bright spot. Take a close look at the
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DarienLibrary logo. What better suggestion would you make regarding the existence
of additional elements without the help of transparency?
Comments | 25 "Underground" Typography - Minimal Fonts
Examine the logos above. Have you seen similar ones before? These are logos that
we have often found on the sites of Typographic Artists over the last few years. Who
would have thought, however, that they would become mainstream by the year
2007?
These logos are based on minimal fonts that are achieved by using as few elements
as possible such as basic shapes (e.g. a circle arch for the Wends logo). This
technique is based on simple shapes, exact proportions, and a boundless love for
minimalist design. This type of logo design will suit some people and companies
perfectly but it continues to create confusion among conservatives.
Here's a question: can this type of design lead to the development of a good logo?
Most people would be inclined to say no, especially if the classic principles of logo
design - Legibility and Readability - need to be considered. It's true that logos based
on the so- called Minimal Fonts do not provide immediate conveyance of the
message. However, most agree that they do manage to catch the viewer's attention,
provoking a sentiment or desire to "figure out" what the message is.
Those who are looking at such logos will immediately want to find out the name of
the company and to grasp the meaning of these logos. Furthermore, there is the
element of shock when viewers see something new and very different from what is
usually seen on the web.
You could even say that this type of logo often proves to be more efficient than a logo
that merely conforms to classic rules. This statement is relevant to a discussion on
the emerging new rule: the more a design is different to what is happening in the
industry at a given moment, the better and more efficient a logo is. Logo designs
based on minimal fonts require a long-term experience in graphic design and
typography; they are also not yet suited for all kinds of customers. We see an
increasing number of them being used on album covers of good electronic music, on
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web sites that target the indie audience, or on web sites of "cult" graphic design
studios.
It is our opinion that this is so far the coolest trend for 2008. We hope to see more
logos that are created using this particular trend.
Comments | 26 New Rainbow / Color Scale
We've seen a thousand rainbows in our lifetime. Yet, each time we see one, we can't
help but stare admiringly at the sky even for just a few seconds. We feel that
sentiment of wanting to "chase rainbows" as the lyrics of a song go.
Classic rainbow-colored semicircles have been widely used in the last decade but
alas, have quickly become passé. However, the fascination with the full color scale
continues. Lately, we have been seeing a lot of "rainbow colors" that are being
manipulated in a variety of ways. Most designers will use transparency in order to
highlight the visual effects and to enable the fusion of colors, thus obtaining animpressive shift from one color to another. Techniques like vivid colors, shifting from
shades of red to blue facilitated by an entire spectrum of color, and especially the
usage of a dark background to highlight each color lead to outstanding logos that will
always be attractive to the human eye.
These logos convey the concepts of sophistication, technology and freshness. With a
nearly infinite number of possibilities for combining colors, the visual effect is
invariably special. What is really spectacular is that although the classical rainbow
representation has come to an end, the message still remains the same: there are no
boundaries - nothing is impossible. This trend proves that using classic elements will
generate novelty and will also bring about up-to-date and striking directions.
Comments | 07 Sci-Fi Fonts
In logo design the font frequently serves to strengthen the message as conveyed by
the image. But what about the typographic logos? In this particular case, choosing
the right font is crucial. Many of these logos can be memorable. With the
development of the number of personal computers per capita, we are now witnessing
the rise of a new category of logos , using what the industry refers to as Sci-Fi fonts.
Whether they are the creation of famous designers such as RayLarabie and Wim
Crouwel or are projects produced in the typography classes of some diligent
students, we have seen an ever-increasing number of these fonts over the last fewyears.
In the beginning of 2000 and later, we remember graphic design teachers
recommending infrequent usage of these fonts. Their reason was that it was just a
passing trend. What happened was the opposite. It seems they're digging their feet
in.
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The frequent use of sci-fi fonts, with straight edges and simple shapes has imposed
itself as a new trend in logo design. We've seen various designers "play" with these
fonts in their logos: they either change the font shape or create a new one in
programs such as FontLab.
Let's take a look at the example of Compaq. Compaq chose this type of font for its
company logo redesign project in 2007. It clearly conveys the company's new slogan:
"See why Compaq gets people talking". See how that slogan is conveyed in the
shape of the Q? See the Talk Box? That's an example of a logo that clearly conveys
the core message by means of wording only. After all, less is more, isn't it?
Comments | 28 Leaves Logos
No matter which logo design collection you browse through, you will notice that they
have all been "invaded" by leaves over the last few years. Leaves here and there,
leaves everywhere! You sit and wonder why. Could this be the result of a common
concern for the environment and the harmful effects of pollution? Is it because green
is trendy? Or are humans aching for nature because they sit all day in their office
cubicles facing their computer screens making them crave for the natural outdoors?
Leaves have become synonymous with creativity, originality, and innovative thinking.
We also find leaves in company logos even if the companies are not engaged in the
business of nature or the environment. But the key notion here is that the use of
leaves somehow "tames" the message conveyed.
Lots of web 2.0 sites feature leaves making spring-green the preferred web 2.0 color.
We're not talking about the classic image of the leaves themselves but about their
stylization, especially under the form of rectangles with rounded edges - this is a
modern representation in accordance with modern design trends.
These logos are usually simple and leave the viewer with a pleasant image. Another
benefit is that these company logos are very catchy. The thing we have to be wary of
is the overwhelming invasion of leaves - they are now overused. Tutorials have
already appeared, showing how to create a leaf logo. Will this trend last or will it lead
to the need for raking the leaves and sending them off to the dump site? What do you
think?
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Comments | 109 The "Ugly" 80's
Take a look at the logo designs above. What's your first reaction? They bowl you
over and leave you speechless - and somewhat confused don't they?
These logos don't have beautiful shapes, shadows, mirrored reflections, warm colors,
or icons that signify something; they look like the result of some kid playing around
mindlessly. So why would anyone wish to have such a logo?
The explanation is simple: this type of logo design is very different and will definitely
stand out by sheer reason of being totally different. But if we look back to the 80's
which was a period of strange geometric shapes and neon colors - these types of
logos came about and earned the reputation of spearheading the invasion of "cute
logos".
The emergence of this trend can also be attributed to a mighty comeback of the 80'sin fashion ,interior and industrial design. Some consider these logos to be modern
and futuristic; others think of them as plain ugly. But let's not be too harsh in our
criticism because the mere fact that they are so talked about is noteworthy enough.
There are numerous articles that picked apart the London 2012 logo. Although many
agree that the 80's have not demonstrated excellence in graphic design and people
severely criticized this trend, we should nevertheless consider the advantages that
this type of logo has to offer: first, it stands out and gets noticed; second, it's totally
different than anything we've seen before; and third, it's never boring. In fact, we'll
even venture out to say that it's outrageous, exciting and rude. Each of the colors
symbolizes an explosion of energy, action and sound in accordance to our living
present. The message is quickly and brutally conveyed and it doesn't require thinking
on the part of the viewer. In other words, an alluring and attractive no-brainer!
We'll add that this trend has revolutionized logo design and fueled the process of
creativity by imposing new rules and redefining what's beautiful. Of course, there are
still risks involved regarding this type of approach, the highest risk being the inability,
on the part of the viewer, to understand the message. Companies that cannot afford
an expensive publicity budget like the one for Wacom or London 2012 are particularly
susceptible to this risk. So designers, pay attention! "It's pure attitude, designed to
intrude and degrade."
(Tony Spaeth)
Comments | 2 1
0 The New Crest
New Crest logos have been around in the last few years. The year 2008 though will
sound out the trumpets - New Crests go Mainstream!! With the clever combination of
medieval symbolism and urban culture graphic elements, the New Crest logos
appealed to the youth when they first appeared. Eventually, they were also adopted
and embraced by the extreme sports and boarding communities everywhere. At the
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same time they were used by well known graphic designers for big clients like MTV
etc.
Maybe it's the contrast between the old and new - novelty fonts against medieval
lions as an example; another example would be the ancient decorations versus
modern objects.
Collage is the main process behind these emblems, blending the right elements to
strike the right chord. And if you think about it, isn't this what graphic design is all
about anyway?
We tend to like new crests and think it's a good experiment to try with the right client
in 2008 and the years to come. One word of caution: new crest logos are not for
beginners. Designers need to get some experience under their belt first before taking
a crack at these logos. It takes a trained eye and oodles of creativity and imagination
to take new crest logos into new highs!