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Discover how designers play with dimension and space to create mindbending optical illusions that leap off the pageand wall, and screen. Enter your email to download this article from HOW magazine.
We teamed up with the brilliant minds atLogoLoungeto provide our readers with an extensive look into this years logo design trends and insights in thelatest issue ofHOWmagazine. LogoLounges Bill Gardner and an esteemed panel of judges pored through 40,000 logos collectively to select the cream of the crop in logo design from around the world. This years judges were:
Naturally, the submissions included some designs that simplydidnt work. Here, the judges offer insights on whatnotto do when designing a logo.
image from Getty CSA Images
The solution to a logo design should never be simply setting a display face, Chad Michael advises. Your clients deserve more than this, and youve missed an opportunity to solve the problem in a more conceptual way.
I tend to gravitate toward things thatll scale well later on, says Aaron Draplin. So, to see things with complexity and sharp, tiny, complicated little details thatll get lost in a Twitter avatar, well, it just sort of shows that folks arent considering where well be seeing these things 99 out of 100 timeson a phone app or Instagram avatar! Things need to work small in the smartphone era, so Im always looking for simplicity, a quick read, legibility and whether or not the thing will work in 20-by-20 pixels, or on the side of a van!
Each year I see more and more of these, Andreas Karl says. Some were created by hand in 2D in order to look like 3D objects, while some have been generated by a 3D computer program (I guess). I think these kinds of logos will not prevail, because they are diffi cult to reproduce in black and white, and more important, hard to remember.
Trying to pack too many ideas into the design and using type thats way too small to read can be a big problem, Su Mathews Hale points out. If its too small to read, its not worth having it there.
[Discover 15 emerging logo design trends]
I feel designers and even the average person can spot a stock imageFrankenstein logo creationa mile away It feels like cheating, Michael adds. A good rule of thumb is if you didnt create it or are not manipulating it, then dont use it.
Every industry has the good, the bad and the ugly, Von Glitschka says. When it comes to logo design, what is bad isnt always an aesthetic issue. It usually reflects a lack of concept or playing off a low-hanging fruit of an idea, and is thus forgettable. Ugly is just that: poorly designed and thus aesthetically challenged. Didnt see a ton of those, but every so often youd run into something that bruised your rods and cones.
Trendy todaygone tomorrow. In an age where some logos lack the individual image personality to separate themselves from the competition, I find following logo trends to be a terrible way of dating the logo. Face it, an organizations investment in a logo could cost a good bit of changebut compared to the thousands, if not hundreds of thousands of dollars invested in logo/brand application (in print and web), a logo based on trend will lose its impact as soon as the trend is no longer trendy. The logo is the organizations signature. When it starts to graphically replicate others, then it looses a primary image attribute visually identified within its core identity. And becomes a forgery.
I agree! I always say anything that is hot & trendy, in 5 minutes, is going to look so 5 minutes ago! Good for some things, illustrations, etc, but not logos.
I liked the point where you mentioned it should not be very complicated because when we use that logo in different shapes and sizes, it doesnt look nice. I must say this article was short but deep.
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