Popular 2017 Graphic And Logo Design Trends You Need To Know Now
Whether you are a branding executive, a fellow designer – or just someone who likes to stay updated on the latest trends – you will find this article to be incredibly useful.
A trend of using uppercase letters in designs emerged in 2017. While there might not be a clear reason why designers seem to be hitting the “Caps Lock” button, this shows how companies are unafraid of presenting a bolder version of themselves. Global fashion company Calvin Klein kicked off the trend with its new logo in early February. Replacing its iconic font with uppercase letters caught the attention of many. After all, no major changes were ever made to its logo since the company’s debut in 1968. These changes coincided with the appointment of the new creative director. He hailed the new logo as a tribute to the original founder. At the same time, the new logo modernised the company’s branding.
Other companies such as soft drink company Fanta and American TV channel Syfy soon caught onto the trend. In March, they underwent a rebranding exercise. In both cases, they decided to capitalise the letters. The uppercase letters catch the attention of the viewer immediately, giving the brand a stronger identity. This heavily contrasted the softer and rounder lowercase letters found in their previous logos.
Minimalist Designs With Colours (Not just grayscale)
The shift towards minimalist (clean-cut and simple) designs has been occurring for some time now. This trend is still here to stay in 2017. The majority of companies and consumers continue to favour simpler designs over complicated ones. However, while designs are becoming more streamlined, companies are not necessarily using grayscale colours (Shades of Black, Gray or White) normally associated with minimalism. Cybersecurity company McAfee released its official new logo in April – displaying neat, red colours. The company ditched its famous 3D-like shield in favour of a simpler, interlocking version. This was done to commemorate the company’s new status as an independent company. Similarly, Subway underwent a similar revamp, rolling out a more linear and organised – green and yellow – logo. As you can see, both companies chose a minimalist style without limiting themselves to a grayscale colour scheme.
Animation & GIFs
With further adoption of video-based technology in online media, animated logos and GIFs have become even more popular this year. They allow brands to stand out in terms of marketing, especially in a crowded field of static pictures. Google paved the way back in 2015, when it first demonstrated the power of animation in logos. Two years later, changes in social media sites like Facebook and Tumblr have allowed many other companies to capitalise on such animations. One good example is IBM’s Tumblr page.
Furthermore, companies such as pizza chain Domino’s have begun to release their own creative GIFs, labeling them with their own logo. Companies hope that their GIFs can catch on with the public, knowing that customers do not really mind the GIF’s creator. Yet, it gives the companies an opportunity to brand themselves as current and exciting, making them more relatable.
Duotones refers to the usage of two contrasting, often unexpected colours together. It is achieved through overlaying a bright colour on a grayscale colour (usually black). Spotify, the world’s largest streaming service, first popularised this technique with its renowned music posters. They look fun and vibrant, yet simple and easy to do at the same time. From sports brand Adidas to pop rock band OneRepublic, brands have rushed to use the duotone effect in their websites. You can definitely expect this trend to continue in the remainder of the year, especially in the area of web design.
Making it Mobile-friendly
Ultimately, the 2017 trends reflect how mobile usage is becoming even more dominant. More than ever, people have shorter attention spans. It is no surprise that the graphics have to look eye-catching and appealing on a smaller screen.
Follow our blog for more design-related articles! You can keep up with the latest trends, learn exclusive tips and tricks, including one that describes how you can save money on printing-related expenses.