If you’re involved in logo design, keeping an eye on the latest logo trends is a useful thing to do.
You don’t have to copy them: in fact, you may choose to move in the exact opposite direction. But no design exists in a vacuum, so it’s important to be aware of what the world’s biggest brands are doing with their visual identities.
In this post, then, we’ve rounded up eight of the most notable logo designs and redesigns of 2017 so far. We’ve featured an image gallery at the top of each redesigned entry; use the arrow icons to compare the old and new logos.
Mozilla is the global non-profit organisation behind the Firefox browser, and it harnessed the spirit of open source when it came to its new logo, released this January.
Beginning in June 2016, Mozilla worked with London-based agency johnson banks to develop the new identity. But rather than doing so behind closed doors, it let the design community follow along each step of the way, on this blog.
Most notably, the new logo incorporates the colon and forward slashes of a URL to reinforce the idea that the company is at the heart of today’s internet.
While the previous design used FF Meta, for the new wordmark Mozilla collaborated with Dutch type foundry Typotheque to create a custom slab serif font, Zilla (which is free and open to all to use, by the way).
Clean and clear, Zilla was intended to evoke Courier, which was used as the original font for coding back in the day.
You can learn more about the thinking behind the new Mozilla logo in this blog post.
02. Calvin Klein
Underwear brand Calvin Klein aimed to go back to the future with its latest new logo, which was released this February.
Swapping the lowercase letters of the previous design for all-caps, the new design was announced by the company as: “A return to the spirit of the original; an acknowledgement of the founder and foundations of the fashion house.”
The new logo was created by Calvin Klein’s in-house creative team, led by chief creative officer Raf Simons, in collaboration with famed British art director and graphic designer Peter Saville.
With a 50-year history behind it, German supermarket chain Aldi is today represented in nine countries with more than 5,600 branches and around 124,200 employees. In March, it released a new version of its logo, designed by German consultancy Illion Markensocietaet.
The new design gives the stripes of the old logo more flow, coherence and three-dimensionality. There’s also been a colour change, a refinement of the border and a new curved typeface.
In contrast to current trends, then, the new logo represents a move away from the aesthetics of flat design, rather than towards them.
You can read what designers had to say about the new Aldi logo here.
04. South by Southwest 2017
Held annually in Texas since 1987, South by Southwest, aka SXSW, remains one of the world’s coolest music, film and interactive festivals, and has helped turn the city of Austin into a major hub for tech and design.
While the logo changes every year, this year’s logo from Foxtrot was something of a departure from the usual colourful, cartoony lettering of previous logos, such as the 2016 design.
Monochromatic and utilitarian, this new sans-serif wordmark was designed to be much more flexible within an overall identity system. It could also be said to reflect the relative importance the digital side of the festival has assumed in recent years.
You can see more of Foxtrot’s branding for SXSW 2017 here.
05. Euro 2020
In April, the organisers of European’s biggest soccer tournament released this new logo, created by Y&R Branding Portugal.
Normally, logos for the Euro championships showcase the host nation in some way: the 2016 logo for example, represented France’s art tradition.
But in 2020, the competition will be played across all corners of Europe for the first time, in 13 host cities. The new logo celebrates this by using the metaphor of a bridge, bringing together fans and players across Europe, represented as happy, colourful, waving figures.
Founded in 2005 by Arianna Huffington, the liberal news blog Huffington Post has gone from strength to strength. So it was about time that it got a proper wordmark, rather than the variety of newspaper-style titles it had been using.
In April, the newly named HuffPost released this logo, which was created by New York agency Work-Order. It’s typeset in the Klim Foundry font National, and set in bold italic because, according to a press release, “they point us forward”, as well as being “reminiscent of the slashes in URLs”.
07. Action for Children
Action for Children is one of the UK’s largest children’s organisations, running centres, fostering and adoption services. This new logo by johnson banks, released in April, takes a quite radical approach by setting the name of the organisation within a statement: ”How Action for Children Works”.
This concept stemmed from an idea originally expressed by the client – that they should ‘demonstrate the difference’ they make to children’s lives.
“Rather than simply hiding behind a ‘new logo in the corner’, this forces the organisation to always show how they work, and the difference they have made,” explain the johnson banks team in this blog post.
It also helped provide a clear direction when johnson banks created a series of powerful posters for the charity. “From almost the first layouts, we were able to talk about and illustrate the vast breadth of what they do – something that they struggled to do before.”
If you’re a developing country that wants inward investment, you need to project an image of economic dynamism and high growth. If you’re a developing country that wants to promote tourism, you want to emphasise the vast, unspoilt natural beauty within your borders.
With its first-ever country branding campaign, Paraguay has set out to combine the two, based on the idea of an “economically fertile” country.
The logo was developed by Uma Studio for Bloom Consulting (strategy) and Kausa (advertising). They explain that the symbol represents three elements: a flower, representing growth; the sun, representing wealth; and a gear, representing the opportunities offered by Paraguay.
You can see more of the new branding here.