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LOGOLOUNGE.COM (continued)
The increased use of text in identity design takes several forms. A designer may choose
to create a wordmark, but also include the mission statement or tagline in the design. Or, he
may fill a shape or symbols with more words. People are busy; money is tight. Logos must
be interpreted, and interpretation takes time. Words deliver their message immediately.
Another clear direction is the increased
chroma of color. Everywhere, there is a brave use of hue, even in the most unexpected
places, such as in the identities of very large and conservative clients.
There’s another very small item on the horizon that may have a gigantic effect
on logo design in the future. When Google introduced its new favicon at the start of
2009, it was a very visible reminder of how powerful that tiny piece of real estate really
is. The favicon may turn out to be a measuring stick against which the success of any
new logo design might be measured — as in, can this logo be made to fit in a
15x15 pixel square?
The 15 trends that follow are not instructions, rules or indeed any finite accounting of
all of the logo trends currently in motion. Many trends shared in previous reports are
indeed still in motion.
These trends are offered as an objective report of the newest, most relevant
directions. They should serve as traction in moving you forward in identity design.
Revisit
the full collection of the past six years’ worth of trends reports at LogoLounge.com
for even more context.
