As the owner of a brand, you probably know the power your logo carries. The logo could be the one thing a customer remembers after coming into contact with your particular brand.
The logo of your brand can say a lot about what you have to offer. It identifies your company and is a direct image of your product. For this reason, you must be very careful about the style you use in your logo.
As the CEO of a logo design company, I see firsthand how designs come and go. Below are a few designs I suggest avoiding in 2021, based on my observations:
1. Colors That Are Too Bright
Bright and bold colors in a logo have been a hit for some brands. They can attract attention, and they tend to stand out compared to muted logos. They can also be good at conveying emotion, and many businesspeople use color psychology as a way to give their brands an edge.
I believe a drawback to bright colors, however, is that they are not always comfortable to the eye. Harsh colors can be overwhelming to look at, whereas natural colors, though they might sound standard, are what many of us are used to. From my perspective, if consumers are not bothered by the colors in your logo, they won’t be tempted to look away.
Nowadays, I've found that logo-design trends focus mostly on readability and the ability to tell a story. Colors can do that, indeed, but the ones that are too bright will eventually overtake the message. This is why I encourage brand owners to avoid bright, overwhelming colors in 2021.
2. Thin lines
Logos with thin lines look nice, particularly since people are starting to appreciate minimalism more and more. The problem with thin lines is that while they are nice and minimalist-looking, they can also be quite difficult to scale down. Logos need to have the ability to be scaled down while retaining their legibility, which is why you might want to embrace thicker lines in your design.
3. Confusing Typography
Bold, stylized typography used to be quite a big hit in logo design. Even now, I observe brand owners make use of various fonts in an effort to attract attention. After all, the font you use can show off the creativity of your brand and create a powerful statement.
However, using certain styles of typography also features a few disadvantages. First of all, some typography can be quite difficult to understand, especially if it has several hoops and twists. Furthermore, similar to bright colors, some fonts are bothersome to the eyes. This might attract attention temporarily, but it won’t be held for long.
With certain styles of typography, I've found there is also the risk that your logo could appear overly promotional or gimmicky. Most people are familiar with the tricks of advertising; they will not be fooled by some bold text. What consumers care about right now is accurate information.
A good example of more simplistic typography is Yves Saint Laurent's logo. Before the company rebranded, its logo featured an overlapping font. Now, the design of the logo is much more simple with a sans-serif, bolded font, which I believe allows YSL's product line to speak for itself. This is a tactic many fashion brands have adopted.
4. Asymmetrical Layouts
Logos with an asymmetrical layout also used to be quite popular, as they can be quite intriguing. Asymmetry has a strong effect on people when it is used on logos, as it can lead consumers to view a brand as more exciting. This is why, in the past few years, I've seen quite a few logos that were crooked, misaligned, overlapping or ill-balanced.
You might think that these logos should be avoided because they pick at the mind of people and their desire for perfection. However, that is not entirely the problem. When the layout is asymmetrical, some of the content or message could be lost because people might find the design distracting.
In my experience, asymmetrical layouts can also take a lot of time to be created. I believe it is best that you avoid these kinds of complicated logos this year, saving you from wasting money.
5. Arcs Over Or Under Text
Even if this approach went well for Amazon, it doesn’t mean it will be the same for everyone using an arc in their logo. While Amazon's logo might illustrate that everything is sold there from A to Z, I believe many companies abused this design, so it's become unoriginal and a cliché for some brands.
For your business to be successful, you need to start with the right logo. If you do things by the book, you should be able to catch the attention of your prospective clients — and keep them hooked. First things first, you should start by avoiding the trends above.