2012 Logolounge Report
Sprouts, Chips, Apps
It is the third category that reveals the solid trends for the year. Within these groups, ten to twelve logos will emerge as either completely new in direction or as having successfully grown out of a previously existing trend. A dozen logos may seem like a small sampling, but time has proven this method works with uncanny accuracy. These pioneers set the course for what is to come.
An interesting fact about these emergent directions: They come from anywhere and everywhere. When we started this report, it wasn’t too hard to spot a Minneapolis “look,” to name one example. Good samples might be emerging from that city, or there could be imitators doing the same basic look elsewhere. That is not the truth anymore: The internet’s global visual community can cause the very same idea to pop up in very different places simultaneously, quite unrelated to each other.
Other Design Drivers
What Is It?
There has begun to be a real sense of confusion about the cognizant differences between logos, favicons, app buttons, and icons. For instance, if you show most consumers the Google favicon, they will identify it as Google’s logo. This is not technically correct, but emotionally it certainly seems to be. Even designers are letting that line blur.
More than ever before, we create families of icons and symbols for use on electronic devices. More and more, we must design to fit the shape of a logo/icon/favicon into a tiny, round-cornered square. Detail is necessarily lost. Function is completely driving form.
Return of the classics Monograms are coming back. Initials are being reworked and recombined. Some are classic, some are contemporary.
A Clearer Choice
There is so much use of transparency in logo design today that color choices, by necessity, are becoming lighter. Where areas of a design overlap, the new resulting color needs to be readable, not just mud. As a result, color values have been cranked back.
Dribbble and other portfolio sites are great tools but a proliferation of look-alike styles tend to flatten out (and devalue) illustration. As designers’ involvement in icon design grows, the influence of illustration on designers grows. So style saturation has also started to affect logo design as well.
A more positive affect of the tightened relationship between logo design and illustration: When unique styles emerge in one field, they quickly bounce to the other.
The 2012 Report
At this writing, there are nearly 175,000 logos on the LogoLounge site. Each design represents hundreds, if not thousands, of hours of thought and struggle on behalf of designers around the world. It’s testament to their dedication that we’re able to create these reports. So thank you to all of the designers who have contributed to the Trend Reports over the past decade. For more information on the website, products, and identity design news, go to www.logolounge.com