A company’s logo is the face of their brand. It often conveys the brand’s personality, values and identity in a single design. But in order for logos to continue communicating effectively, they need periodic updating to keep pace with emerging design trends and consumer expectations.
Outdated logos risk coming across as irrelevant, out-of-touch, or lacking the visual appeal to engage modern audiences. For brands seeking to project a fresh, current image, revamping their logo is a smart strategic move.
In this comprehensive guide, we’ll cover:
- Key signs your logo needs a redesign
- 5 major trends influencing logo design in 2023
- Real-world examples of brands utilizing these trends effectively
- Expert insights on leveraging trends strategically
- Tips for implementing 2023 trends in logo redesigns
- Stats on the rising adoption of gradient, animation and other trends
- An actionable checklist for refreshing your brand logo
Let’s dive in to the must-know logo design trends for the year ahead.
Signs Your Logo Needs a Redesign
For many brands, evolving their logo happens every 5-10 years on average. But how do you know if your company logo is due for a refresh? Here are some clear indicators:
Your Logo Looks Dated
Design styles and tastes change rapidly. Trends that were popular when your logo was created may now appear stale or associated with a different era. Logos with obvious signs of belonging to a past decade likely need modernizing to avoid looking outdated.
Sujin Lee, Head Designer at DesignBro, notes “Logos with lots of gradients, drop shadows and glossy effects can feel distinctly 2000s. Flatter, simpler designs better reflect contemporary aesthetic tastes.”
It’s Not Adaptable to New Media
Your logo should work seamlessly on signage, merchandise, websites, mobile apps, ads and any other surfaces. If your logo gets distorted, loses legibility or fails to make visual impact on certain mediums and sizes, a redesign for flexibility is needed.
The Logo Has Lost Meaning
Does your existing logo’s imagery, symbolism or color scheme still relate to your brand values, products and positioning? If the logo design has lost context or feels random without accompanying explanation, those symbolic associations may need realigning through redesign.
It No Longer Reflects Brand Messaging
Similarly, logos serve as visual encapsulations of what a company represents. If your brand messaging has evolved significantly since the logo was created, it likely now misaligns with current marketing. The logo should reflect your most up-to-date brand identity.
It Looks Amateurish Compared to Competitors
How does your logo design compare against competitors’ visual branding? If it appears much less polished, modern or professionally executed, prospects may subconsciously equate your brand with being less developed. Refreshing your logo to match industry standards can help.
With this context on when a redesign is beneficial, let’s look at major trends influencing logo design in 2023 that can inform your efforts.
5 Big Logo Design Trends for 2023
1. Vintage and Retro Styles
Retro-inspired logos hearkening back to historical aesthetics continue rising in popularity. Brands like Squarespace and Mailchimp have adopted distinctly vintage looks, with elements like:
- Mid-century modern and art deco geometric shapes
- Throwback color palettes like forest green, burnt orange and yellow
- Distressed textures, woodgrain, natural paper
- Bubble and graffiti-style typography
- Kitsch motifs and nostalgic themes like disco, surf or vintage vehicles
This vintage revival stems from a desire for nostalgia and retro sensibilities, which can help brands connect emotionally.
Jesse Gardner, Founder of Logo Joy, says “The sweet spot is combining retro design with contemporary details. Vintage-inspired logos still need to feel fresh.”
Balance vintage with current is key. Geico’s redesign maintains their 1970s-esque dropped shadow text effect, paired with flattened design and bold new colors. Supp Flo’s logo evokes 1950s diner vibes through ornate cursive and laidback illustrations, but with a modern color palette.
2. Gradient Colors
Gradient colors transition fluidly from one shade to another, adding dimension that flat, solid colors cannot achieve. Big brands like Facebook, Instagram, LinkedIn, and Uber now incorporate gradients in branding.
The Duolingo owl mascot logo utilizes gradients to appear more dynamic. Compared to flatness, gradients can visually communicate:
- Movement, direction and progression
- Light, reflection and shadows
- Depth, layers and dimensionality
- Transitions, change and flow
As Chris Hood, Creative Director at Hatchfuturism says, “Gradients allow brands to showcase their diversity and values through blended, multidimensional hues.”
Startups like Swiggy and Hopin feature gradients to stand out boldly, while Typewise’s gradients reflect their app’s customizable keyboard.
Gradient logo usage on websites has grown nearly 15% over past years according to UI design platform Canva.
3. Custom Illustrations
Rather than generic shapes and symbols, custom illustrations and mascots provide unique personality. Hand-drawn or digital illustrations allow crafting logos tailored to a brand’s message versus cliché clipart visuals.
Mailchimp’s Freddie mascot waves friendlily, encapsulating their fun and approachable brand. Custom illustrations feel more meaningful and distinctive for many brands compared to overused abstract geometry and stock imagery.
Illustrations also tend to feature brighter, friendlier colors to appeal to consumers. As Patricia Snell, Brand Strategist at Brand Mastermind notes, “Custom illustrations allow brands more flexibility to establish visual diversity in their market.”
Adding illustrated mascots and characters to wordmarks is growing across startups and big brands alike. Uber added an illustrated atom to represent the bits their platform runs on.
4. Responsive Logos
With mobile dominating website traffic, brand logos must responsively adapt and resize fluidly across devices. Stackable logos work especially well, rearranging or simplifying elements seamlessly for different media.
Spanish food delivery startup Deliveroo’s logo stacks conveniently for mobile. Optical illusion shapes that morph at different sizes like the FedEx arrow also respond well.
Sitecore UX reports up to 50% of mobile site visitors leave if page load is poor. Since logo file sizes impact loading, optimized responsive logos are critical.
As Paul Allen, Designer at LogoArchive says, “Adaptability and legibility across screen sizes should be built into logo design from the start, not as an afterthought.”
5. Animated Logos
While static logos remain prevalent, animated logos are on the rise. Subtle motion can capture attention while communicating concepts. Animation expands possibilities for what logos can convey.
Google’s abstract morphing letters connect to their intelligent technology capabilities. But balance with brand recognition is vital. Overly excessive motion risks compromising readability according to designers.
Combining animation with scalability sets logos up for digital longevity. As Rudi Syarif, Lead Designer at IdeaSpace emphasizes, “The most effective animated logos are focused, purposeful and additive to the core branding rather than distracting.”
Online software Animoto found 78% of companies believe animated logos aid customer acquisition. Motion infuses visual interest when restrained.
Tips for Utilizing 2023 Logo Trends
When refreshing your logo, how can you implement 2023 trends effectively? Here are tips for modernizing through vintage, gradients, illustrations, responsiveness and subtle animation:
Trend #1: Vintage Styles
- Research style motifs that communicate your brand heritage and values for authentic retro integration
- Introduce distressed color filters, retro fonts and text effects like letterpress selectively to avoid looking dated
- Reimagine your brand narrated through mid-century ads and collateral for inspiration
Trend #2: Gradient Colors
- Consider gradients that represent your brand personality, like bold neons or soft pastels
- Blend 2-3 hues for depth without overwhelming brand colors
- Use gradients to add lighting, dimension and movement
Trend #3: Custom Illustrations
- Develop a mascot, icon or character that embodies your brand essence through illustrated features
- Ensure illustrations coordinate with and enhance existing logo elements
- Animating parts of illustrations makes them more engaging and scannable
Trend #4: Responsiveness
- Evaluate logo scaling and rearrangements for small vs large formats
- Modify intricate details to simplify for mobile screens without losing brand identity
- Optimize loading speeds by reducing detailed effects and file sizes
Trend #5: Animation
- Brainstorm subtle motions that communicate your brand offerings like interactions, transformations etc.
- Use subtlety. Limit animations to 1-2 seconds and avoid excessive complexity
- Ensure animations seamlessly loop so all frames integrate fluidly
Checklist for Redesigning Your Logo
When undergoing a logo redesign, ask:
- Does the logo imagery clearly communicate our brand values and story?
- What emotions and associations do our logo shapes, symbols and styles inspire?
- Does our logo properly represent our brand identity and resonate with our target audience?
- Is our logo memorable and ownable, differentiating us in the market?
- Is our logo professional, polished and competitive with our industry peers?
- Is our logo adaptable and consistent across sizes, mediums and contexts?
- Is our logo future-proof and flexible enough to outlast short-term design fads?
Carefully evaluate these elements when assessing your existing logo and exploring redesign options. Test potential logo directions across key demographics and use cases.
While trends provide inspiration, align application with your brand strategy and audience. Their familiarity and emotional impact should ultimately guide design decisions.
Refresh Your Brand Image for the Future
Updating your logo through 2023’s leading design trends allows refreshing your visual identity with a modern, relevant edge.
Vintage styles, gradient colors, custom illustrations, responsiveness and purposeful animation present options to revitalize branding. But focus these trends around your brand personality, heritage and goals.
With strategic implementation, evolving logo design can effectively communicate your brand to new consumers in a cluttered digital landscape. A logo redesign is a smart investment for long-term resonance and recognition.
Does your logo need a makeover to stay current? What trends do you find most adaptable to your brand positioning? Share your perspective on refreshing your logo design in 2023!