When it comes to designing a logo for your business, it’s useful to know what the latest logo design trends are.
One thing to note is that simplicity is on the rise, with 95% of the most iconic brands opting for clean, simple, yet memorable logo designs.
But was that always the case? What other trends are there to consider?
Read on for an in-depth guide to logo design trends!
Major Logo Design Trends Over the Years
The history of logo design is quite complicated and full of overlapping trends. That said, we can look at some highlights:
1800s: Intricate Designs
Back in the day, black-and-white designs were the easiest to reproduce.
So, you’d think simple designs would have taken over. But that’s not exactly what happened. The most iconic logos of the time were surprisingly detailed.
Hand-rendered typography was particularly common. If any animal imagery was included, it was mostly life-like.
Take Peugeot, for instance.
The lion was always there. But in the early 1800s, it was intricate with lots of hatching and ridges. Over time, the lion got more abstract.
Early 1900s: Color Pops
Many designs were still highly detailed in the early 1900s.
Morton’s Salt Girl comes to mind. The main elements (the umbrella, the pouring spout, and the short-haired girl) are still here to this day, albeit with less detail.
Aside from the details, some 1900s logos started showing pops of colors.
BMW started incorporating blue and white into its logo in 1916. By 1939, United Airlines had opted for the tri-color crest. And in 1948, Shell finally went for its signature yellow and red palette.
It’s also worth noting that some companies were trying to fill up all available space. So, you had logos that took a lot of area, like NBC’s 1943 microphone-and-bolts design.
Mid 1900s: Sans Serif
Art Deco was popular at the beginning of the 1950s, but the trends shifted towards modernism. The clean, legible sans-serif fonts dominated the scene.
Late 1900s: Bright and Funky
The late 1900s saw lots of bright and funky logos.
Apple had the rainbow logo. Mr. P on the vintage Pringles can had rosy-and-white striped cheeks. Taco Bell’s name was spelled out on eight colorful squares of different sizes and angles.
Even BMW had a splash of pink in its logo in the ’70s and ’80s.
On the other hand, a few tech companies went for the computer-generated feel. Think Adobe’s futuristic logo with capital lettering or Microsoft’s monochrome, all-capital logo with numerous thin lines.
Early 2000s: Simple or 3D
In the new millennium, many designers started shifting towards relatively simple logos. Meanwhile, some companies embraced 3D-style designs, including Ford and Chevrolet.
Top 7 Logo Design Trends
Nowadays, it’s harder to define the “style of the era.” Even within any given year, you can have nearly a dozen trends competing for the spotlight.
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That’s mostly because companies are focused on designs that capture and represent their brand accurately, regardless of the style.
Still, there are a few popular trends that most designers are familiar with.
Here are the top ones:
1. Negative Space
The beauty of the negative space design trend is how the meanings are layered. You might not notice it all at first glance. However, once you do, the brand identity just clicks, and you won’t be able to see it any other way.
The hidden arrow between the “E” and “X” in FedEx’s logo is one of the most popular negative space designs, but other examples include:
- Pittsburgh Zoo: An image of a gorilla and a lion facing each other hidden in a simple tree design.
- NBC: Coloured-fan-turned-peacock design.
- Picasa: A house hidden in the negative space in the center of the shutter. (Casa = house)
- Hershey’s Kisses: A Hershey’s kiss hidden between the “K” and “I.”
2. Go Royal Blue
In 2023, Nokia ditched the navy blue in favor of a lighter (almost royal blue) color. Burberry also went blue recently.
Similarly, Webflow incorporated blue elements into its logo.
All in all, it’s estimated that more than 30% of the “most recognized” brands use blue in their logos.
So, while pink had its moment, blue is the current trend.
3. Eco-Modern
Credit: Canva
As the demand for sustainability and eco-consciousness grows, natural elements are bound to show up in more logo designs. Think leaves, flowers, and earthy tones.
Seventh Generation’s logo is a decent example of nature motifs being used to reflect a brand’s green approach.
4. Archival Inspiration and Nostalgia With a Modern Twist
Burberry didn’t just go blue; the company went back to the original equestrian knight design, which is a vital aspect of the brand’s heritage.
Burger King’s 2021 redesign also takes from the 1994 design but with a warmer, cream background. It makes the logo feel nostalgic and a bit more friendly than the 1999 design with the white strokes and sharp angles.
5. Lowercase
Credit: Canva
Facebook, adidas, Airbnb, eBay, Macy’s, Citibank, and MasterCard—all these companies have lowercase logos.
This trend might seem confusing. Why would a company create a logo that makes its name seem like it’s not a proper noun?
Well, there are a few theories. For one, some people believe certain letters don’t look “balanced” in a capital-lowercase blend. Designers then have to choose to either go all-capital or all-lowercase.
Lowercase is often viewed to be more casual and accessible, which might just be the brand image the company is striving for.
All-lowercase logos can also have a modern vibe.
6. Color Blocks
Credit: Canva
Color-blocking has its time and place. This design trend works best when you want something bold and eye-catching.
NBA, Domino’s, and FedEx are all great examples of color blocks in logos.
7. Simple Shapes
Credit: Canva
Finally, we can get to the biggest design trend in 2024: Simple shapes.
Sometimes, less is more, especially when it’s a memorable design, like:
- Target: Concentric circles
- Olympics: Five interlaced rings of different colors
- Dropbox: 3D open box
- Nat Geo: Yellow frame
- Youtube: Play button
Simple designs have the advantage of being easily and instantly recognizable.
Final Thoughts
While certain logo trends may dominate, there’s no one-size-fits-all approach.
The key is creating a logo that’s both memorable and authentic to your brand. If it resonates with your audience and reflects your identity, you’re on the right track!
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