Companies naturally want to make their businesses stand out among competitors. For this purpose, rebranding is one effective marketing strategy that could bring a boost in sales, but it can also break the business. In this article, we will discuss some of the logo design trends that might give you some ideas for your next rebranding campaign.
Rebranding a business may involve changes in the company name, logo, design dynamics, slogan, or advertising and marketing approach. These modifications are not completed overnight; in fact, they will require a considerable amount of time to pull off an effective and successful transition to the new look.
When it comes to rebranding, a lot of companies start by changing the logo. This extremely delicate but important process will give the company a new face, as well as a new perspective on how it aims to capture the market.
Logo Redesign Inspiration
Need some inspiration? Here are some companies who have recently embarked on a logo redesign as part of their rebranding strategy:
Black & Decker
The change was brought about by the increasing number of products of the company, which was no longer focused on tools alone but on small household appliances as well.
Notice that the lines from the old logo have been replaced by a delta symbol that represents the physical, mental and social aspects of an active life. The new symbol, as the company would explain, represents a way of life.
The new logo perfectly captures Paypal’s online and mobile identity that reflects a flexible design that can be viewed from the smallest mobile device to the biggest Smart TV.
The font style for the animation company will probably stay for a long time, as it is the distinguishing mark of Disney. However, the usual boxed-type logo has been slightly stretched but still somehow maintains the Mickey Mouse ears where the Disney Channel text was written over.
Nescafe is one brand that continues to promote their exquisite taste of coffee as their defining factor for success. Replacing the red background with black gives an impression that it wants to be taken seriously, and depicts a classic brand that will stay forever.
Besides, coffee is always associate with black, not red. The vibrant color, however, is retained in the acute accent above the last letter of the logo.
Upon its release in 2014, the new Airbnb logo caused quite a stir on social media, particularly Twitter. Despite negative feedback, the logo rebranding of the company went viral, and eventually turned out to be one of the most successful rebranding campaigns in 2014.
It has slowly taken a backseat behind more popular social networking sites, but Foursquare continues to reign in terms of location-based social media. The new pink “F” icon adds a distinct feature that can easily be identified when the mobile app is installed.
This is another brand whose logo is easily recognizable by its fans, regardless of the rebranding. The update logo is a minor polish on the rough sketch concept of the old logo. The result is a flawless and more classic image.
The beveled text has been replaced with a flat design to follow current logo design trends. However, the biggest change is probably the removal of the possessive apostrophe and letter S.
The rebranding strategy received some criticism especially on how the Kisses icon looks like the pile-of-poo emoji. Nevertheless, the company pushed through with the new logo.
The change was brought about by the addition of new crust flavors and premium ingredients. The new logo is represented in a way where the name is flattened and smeared on tomato sauce, much like their pizza products. The new logo also takes on flat design, to upgrade from the beveled or 3D look in the old logo.
Logo Design Trends for 2017
Here are some of the logo design trends that are poised to take on the world in 2017:
Some companies are choosing to follow the “less is more” concept for their new logos, and this isn’t too far from the current crop of logo design trends. Focusing on a single element on top of whitespace can bring emphasis and a more classic look.
One of the biggest logo design trends these days involves warmth and a personal touch. Hand-drawn or handwritten logos are commonly used by restaurants and café to evoke a natural feel and appeal, eliminating any hint of digital technology. It is like having an old-school logo that is revitalized and modernized.
3. Negative Space
Negative space design makes use of contrasting colors to make a dual imagery as a representation of a product. It is an interesting way to capture the consumer’s attention as they think through what the logo means.
A good example of this is the arrow image found between the last two letters of the FedEx logo.
Despite the advances in digital technology, a lot of people love to reminisce how things were back then. That is why retro or vintage styles continue to be some of the most popular logo design trends. Designs like these convey a sense of authenticity and nostalgia.
Talk about a great design feature! This is an interesting way of using typography but with some visual editing involved. Cropping letters may be effective in making consumers intrigued, despite looking incomplete.
Stepping out of a messy look is a good strategy for changing the company logo. In this regard, a simplified form of the old design makes the logo look cleaner and bolder but not too striking and convoluted.
mastercard (yes, without the capitalization) recreated its classic logo to follow a more simplistic design.
7. Flat design
By following flat design, the focus is more in typography and shape of the logo. Throw out the shadows, bevel, 3D appearances and feathered aspects, because those are soooo last season.
8. Color Palette Simplification
A lot of logos these days do not make use of too many colors. Simplicity in color may bring emphasis on the dynamism and meaning behind the logo, which will look good for the company.
This is one design that seems to have never gone out of style. Geometric logos have been used by several companies, probably because the shapes themselves already convey what the business is all about.
10. Moving Parts
One of the rising logo design trends involves web-based animated GIF. This is a more difficult one to pull off. However, depending on the business, this kind of logo design may be extremely effective. Check out this kind of logo used by Giant Owl Productions.
11. Abstract Photographic Texture
Some designers incorporate photographic textures to add personality to the over-all logo design. Options for this kind of logo design may use wood, fur, feather, water, landscape and other elements placed on the background of the logo.
12. Pattern & Repetition
To create better brand recall, some companies use simple geometric patterns combined with repetition. Some designs may look like they have been created from the 40’s to the 60’s, but adding a tinge of modernity will definitely pull it off.
Does Your Company Need A Logo Redesign?
A modern touch is what any company needs these days, and conjuring up a new and updated logo will definitely be the talk of the town. Changing your company logo may go either way, but careful thought and planning on choosing the perfect logo design can bring amazing rewards to the company.
Considering a rebranding project depends on the following factors:
- A new CEO
- Conflict among stakeholders
- Getting away from a negative image
- Keeping up with the trend
- Improvement of corporate identity
- Change in business ownership
- Tapping onto new markets
- Addition or change in products and services
Any existing logo design should reflect what the company is all about, from which consumers will have a better vision of the company’s ideals and goals, as well as a general idea of its products and services.
Logo design trends continuously evolve to match the demands of consumers. What’s curious is that some logo design trends have been popular in the past, and are merely resurrected with a little variation.
Rebranding is a bold move for any company trying to take one step ahead of the competition. Unfortunately, coming up with an amazing rebranding strategy is not an easy task.
From the internal reconstruction of the company to restyling how it presents itself to the consumers, companies must put careful thought into the rebranding process. Taking in fresh ideas is always a good idea to achieving progress. In the end, creating a good logo design that will perfectly depict the company’s ideals and visions is a guaranteed win.
People instantly become attracted to a certain business when they happen to love and associate with the logo. Aside from capturing attention, the company logo should be able to convey the message of integrity, stability and trust. By following any of these logo design trends, you should be on your way to experiencing fantastic returns on your market reach and sales.