![]() ![]() "While some might argue that logo design has become more conservative, exciting things are happening in the expressions that surround the logo," he argues. "We're witnessing a return to classic logo design, where less is more, and anything that doesn't express the core essence of the brand is discarded."įurthermore, he believes that the simplicity of the logos themselves is being balanced out elsewhere. "We're losing those glossy sheens and skeuomorphic embellishments that are a hangover from the UI design 10 years ago," he points out. "But I'm really starting to wonder quite how long this kind of corporate me-too-ism can continue."Ĭhris Maclean, creative director of Wolff Olins, is among the optimists, though. "At first this approach seemed more interesting, more stripped down, more 'less' if you like," says Johnson. He's not sure whether we've seen this trend peak. "So now we see virtually the same typography used by everyone – from BT to the Premier League, to Airbnb, to Spotify, to Uber's latest wordmark, to you-name-it." "This year has seen more and more corporates adopting the 'lowercase sans serif' model, with a reductionist, one-colour symbol floating nearby," says Michael Johnson, founder of Johnson Banks. Wolff Olins created a new wordmark for Uber in 2018 "As screens take over from physical, print-based mediums, the lifelike look these elements create could be one reason for their sudden surge in popularity." 04. "With a sense of movement and 3D to it, a gradient appears as though it has life and weight to it," she says. Rachel Brandon, graphic designer at PLMR, posits that this trend may be a reaction against digital design in general. "The Brit Awards, for example, has moved from the use of flat colours in previous years to a rich 'red carpet' gradient." ![]() "Gradients are now recognised as colours in their own right, and are seen in an increasing number of logo designs," she says. Helen Baker, a freelance brand identity designer based in Wiltshire, concurs. A lot of websites are now using brighter gradients with dark schemes, to give a slick, almost tech feel." "And this year, there's been a big focus on duotone gradients as opposed to flat colours, which are more limited. "HTML5 enables people to code gradients rather than having to manually make graphics for them," explains Mitchell Nelson, lead creative at Jazzbones. Gradients dominated in 2018, and show no signs of going anywhereĪdvancements in screen and display technology led many to dub 2018 the 'year of the gradient', and this trend is showing no signs of going anywhere in 2019. ![]()
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