Psst! Is it time to redo your logo?

If you haven’t redesigned your logo in the last five years—or at least updated it—it’s likely past its prime.

Like most graphical elements, logo trends come and go. And though you don’t need to change your logo with each and every coming fad, there comes a point when too much time has passed, and your branding’s not just out-of-date—but a downright detriment to your bottom line.

Think of it this way: Your logo is often the first touchpoint for new and potential customers. If they see an out-of-touch and dated logo, unfortunately, they probably think you’re out-of-touch, too. And who wants to do business with an out-of-touch brand, let alone give one their hard-earned money?

So take a good look at your logo. If it’s not positioning your brand as cutting-edge, current and worthy of someone’s time and financial investment, you may want to give it an update.

Logos that are hot

Here are a few hot logo trends to consider while doing so:

Pare it down.

Forget busy graphics and tonnes of symbols and icons. Today’s brands are going simpler, cutting back to just words, letters and clean, basic shapes. Mastercard’s recent logo redesign is a prime example.

Mastercard logo redesign before and after imageGo geometric.

It’s all about shapes in today’s branding. Circles, triangles, squares and lines are huge, as are sleek overlays and combinations of these that deliver a 3D effect. Medium’s logo is a great example:

Medium geometric logo design image

Simplify your fonts.

Forgot fancy, frilly fonts or big, block bubble letters. The top brands of today are pulling back, opting for more tried-and-true fonts that really translate across devices well. Take the recent transformation by Skype, for example.

Skype logo redesign before and after image

Get disconnected.

Many brands are going for a more disconnected feel with their logos nowadays. They’re breaking up letters and graphics and really using empty space to create eye-catching, unique looks. See Feedly’s broken-up “F” as an example.


Logos that are not

Here’s what definitely out:

Mixed typography.

This one goes back to the more simplified trends of today. Modern consumers just aren’t into the complicated, overdone logos that mixed typography creates.

Hightail whiskey logo

Goofy fonts and askew graphics.

Companies are taking themselves a bit more seriously than in years past, and they’re kicking funny fonts and childlike layouts to the curb.

Baskin robbins icecream logo image

Overcomplicated, complex logos.

Gone are the days of overwrought, overdone logos that rely on graphics to do all the talking. Today’s logos are all about simple, clean and concise.

Survivor Australia 2017 logo image

What now?

If you spotted some outdated trends in your own logo or you simply know it’s high-time for an update, don’t fret. Refreshing your brand assets doesn’t have to be a huge undertaking—nor an expensive one.

Remember though, your logo is your biggest marketing asset, so don’t just let any old self-proclaimed graphic designer take hold of it. Do your research, and find a designer who fits both your needs and budget. Here are a few tips to find the best fit:

  • Get recommendations – Find logos you love, and research where they came from and who designed them. Connect with local business owners and entrepreneurs, and see who they trust for their graphic needs. Even if they don’t have a recommendation for a winning designer, they might have a few ideas for who to avoid—and that can help just as much in the long run.


  • Ask for a quote – Don’t hire a designer and let them run free with iteration after iteration. Get on the phone and talk details. Set limits for billable hours or even ask for a flat-rate. Tell them what you’re looking for, and ask for an estimate of how long it will take and what it will cost. If you can get a signed quote, that’s even better. (Make sure they include a few rounds of revisions, though. Those are crucial to honing in on the right design!)


  • Pull together examples – Put together a folder of logos you love—or even ones that just have elements you like. Try to include a few examples of things you dislike, too. Sometimes, these are just what a designer needs to take your logo in the right direction.

Once you settle on a designer, be hands-on in the process. When they send you designs, give constructive feedback and guide them toward the look you’re going for. The easier you make their job, the quicker it will go—and the less it will cost.

Finally, when that logo is done, come right back here to Luminar. We’ll help you create labels that win customers and boost sales.

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