General Motors Co. debuts a new marketing campaign as part of the company’s drive to accelerate the mass adoption of electric vehicles. The “Everybody In” campaign also debuts a new GM logo which has been hailed as strong branding and critiqued as blanding.
The LogoLounge 2020 trend report is an observation on the logo industry: the ideas here can push your design skills to the next level and keep the trajectory moving to the next iteration.
There are more than enough idioms in our language that lambast the individual that can’t spot the obvious: They can’t see the forest for the trees; Couldn’t see it if it hit you; Hidden in plain sight; or a personal favorite, Can’t see a hole in a ladder. Though questioning a designer’s perspective can be […]
Mazes and their inception have always puzzled me. In classical times, I can imagine them being laid out and pruned within an inch of their life to amuse the owner of some well-healed estate. On the other hand, I can see that they could have been a way for the elite to dispose of boorish […]
Humans have a desire to achieve a level of balance and harmony. We like to create order. As a rule, order can give us a sense of wellbeing. This is all part of a much bigger psychological conversation associated with the Gestalt theory, but for the purpose of this trend it’s driven by our comfort […]
Sometimes an aesthetic meets it demise and no one remembered to tell it. A bit like my feelings for designs that trod out the old circuit board solder pathways careening around like a pair of Tron cycles abruptly flaring out to terminate in a silver dot cul-de-sac. That technology probably took us to the moon […]
Each trend report manages to identify a shape or two that rapidly populate every designer’s kit of parts like words that enter the news cycle based on a sheet of talking points. Every pundit uses the phrase like it spontaneously leapt to their lips, and every designer uses the shape of the hour with the […]
We’ve always thought of a petri dish as a fully contained eco-system that investigates bacteria and other phenomenon. Those clear dishes serve as our little round window into discovery of the unknown, while sealed to protect us from their content. Exactly like these logos. These micro views of a macro world are tightly cropped shots, […]
When evaluating the lift-off thrust of any trend, success is often measured between the born-on date and the rise to critical mass. If momentum doesn’t build, you’re doomed. On the other hand, popular trends tend to burn out overnight. We find variable type on a strong pace to have an influence on logo trends for […]
Hard to throw too much shade at a font that was Europe’s only choice from the 12th to the 17th century. Blackletter fonts never completely vanished and became the preferred text for Germany, which probably explains its recent resurgence with the vast array of microbrew pubs dotting corners across the globe. It’s never truly been […]
I like to imagine the conversations that take place in designer presentations I’m not privy to. After you’ve worked with enough clients you start to recognize some of the signs of client fatigue that lead a designer to give in on this thing or that. I picture the designer whose work has been stripped down […]
Take a look at this beautiful array of hands that are abundant this year. Dramatically different in illustration style, and beyond the hands themselves, there’s one distinct commonality: They all have something either hovering above them or we captured these elements in free fall. This may be symbolic of the magical essence of the relationship […]
A symbol is only a representation of a thing or concept. We know a human heart looks nothing like the symbol we use to represent it. Nor does a star, or fire or a cloud. The ancient Greeks used a symbol for lightning that looks nothing like our modern-day interpretation. And our interpretation, looks nothing […]
Those that follow this report annually may recall a few years back we identified the expanded use of four-pointed stars to which we assigned the name Sparkle. At the time, this group was fledgling, but typically appeared as a non-aligned star avoiding jingoistic or religious connotations with more points. Four points was enough to get […]
As designers, I cheer on any of our ilk that creates a product so engaging that the public becomes inextricably involved in it. I mean isn’t that one of our ultimate goals‒to captivate the public and create a symbol that can’t be ignored? Optical illusions often do that as do single perspective murals that shift […]
There are those things in life that can make us feel uncomfortable or on edge, but that captivate us nonetheless. It’s the old theory of a train wreck and not being able to look away. We may fain an objecting posture, but inside we want to take it in, secretly wishing we could stare at […]
Demonstrating dimensionality of form is a foundational way of shifting a flat image from 2nd, to at least 3rd gear. Finding that hybrid between committing to gradient tone and graphic surfaces that imbue reality and a simple vector outline really only offers up a handful of tricks. Shadow has long been a staple of the […]
Eastern Airlines returns to the marketplace with a fresh brand by creative agency Mechanica and brand strategy boutique Playbook Studio.
Pioneer travel retailer Hudson is now much more. A new logo and brand from Siegel + Gale captures the journey.
Wolf Olins created the branding and identity for Breast Cancer Now as a complete charity that focuses on both research and care.
The Paris Olympics has a logo. The design is said to bring together three symbols connected to sport, the Games and France: the gold medal, the Olympic and Paralympic flames, and Marianne.
To commemorate the 50th anniversary of the moon landing, the Smithsonian’s National Air and Space Museum launched an ‘Apollo At the Park’ campaign and enlisted Spaeth Hill to design the logo and branded package.
2019 marks the 17th year of this one-of-a-kind report from LogoLounge. Each year, founder Bill Gardner offers the opportunity to review thousands of logos one at a time, looking for emerging trends.
Throwing shade on a designer’s work is as toothless as a heckler to a seasoned comedian. Show five logos and one gets picked. At best we have an 80% rejection rate. No doubt the seeds that make us so resilient and inventive. Tiring of the expected, this year our lot has crafted a new way […]
If you’ve met the person that groans when food on their plate touches, you’ve met the individual that will wince at these marks. Not only have designers removed any pretense of separation of elements, they’ve flaunted this layering of graphic components and even doubled down here and there to cloudy results. The majority of these […]
Shadow as an element in logo design is critical in so many ways. I’ve created full chapters discussing how shadow came about as such an important component to designers. It foretells events or gives a sense of place. They can display aspirations or other yet-to-be-determined assets. They identify the direction of light and tell if […]
An enthusiastic generation of designers are reinventing the wheel but with a whole new vengeance. In pre-digital years, any desire to lay stripes, dots, mezzotints, woodgrain or other exotic half-tones into an illustration first required a trip to your local commercial arts supply store. Sticky backed sheets of film under the names Zipatone or Letratone […]
Somewhere geographically between Zip Tone and Highlights, lays the Isle of Dots. These oversized fields of dots are reminiscent of placing a bit of gnarly halftone screen into a mark because they actually represent an element of the icon and not just a foundation in the background. I picture Jay Fletcher selecting the dots on […]
It’s easily argued there are no new tricks in the field of calling attention to ourselves. Apes beat their chest, peacocks spread their plumage, and humans post to social media. Then there’s a small subset of identity designers that reach for a highlighter and start embellishing their work. Or at least that’s what this year’s […]
A continuation of theme from the last two years has been the move to simplification of design or purity of mark. This homage to clarity of structure and image from prior generations is proof of designers’ inventive nature as they noodle out solutions rearranging the same geometric parts and pieces that have been in play […]
I’ll confess, the first impression of these marks left me wondering if a few designers have a crush on JK Rowling. The stone, the wand, and the cloak, incarnate from the Deathly Hallows. If these logo talismans have nearly as strong a tale to tell, they will serve their masters impeccably. One simply cannot look […]
Imagine that pale virgin square on a weathered apartment wall, signaling an inspector that evidence has been removed from a crime scene. It’s not what’s hanging there that informs us, it’s what’s not there that alerts us to a critical message. Whether the hole or shape in question is unceremoniously carved from the guts of […]
Anyone who has ever tried to illustrate with markers recalls that uncontrollable moment at the end of a stroke. Before you can lift the pen or if you’re indecisive and pause, the marker tip suddenly becomes generous and bleeds out a pool of ink you could drown in. I know that’s not the way a […]
Adopting the broad use of gradient color in logo design has been one of the most polarizing trends our industry has witnessed over the last decade. There are still designers that abhor the use of transitioning color, as it runs counter to so many of the early precepts of logo design developed pre-digital age. It […]
Stripes continue to dominate the field of potential trend contenders, but there have been so many marks anchored in this aesthetic it’s become more challenging to spot where this trend evolves forward. Taking a look, we finally see a cohesive group that takes stripes into a warped dimension. Still big bold salute the flag type […]
As I contemplated this trend, I was forced to choose between periods and colons that have both been breeding like rabbits on thoughtful designers’ minds. Last year’s report addressed the use of punctuation associated with wordmarks in clever renditions, and as is usually the case, it was only the initial volley that turned to critical […]