I was asked the question, ‘What current trends in logo design do you truly hate?’ at a panel discussion at NYU back in December. I felt it was time to manifest my strong feelings towards trends in logo design. It’s an oxymoron. A logo shall never be trendy. Trends come and go, your brand identity is created to stick around for a mighty long time, hence ruling out even the remote possibility of making it trendy.
Your logo can still be modern, exciting and speak to a young audience – it just can not look like a trend. How would you know? Your idea might have been derived from something you saw, maybe you liked it because it looked hip – maybe you’ve seen similar logos before and you felt yours should follow the lead. Don’t. Lead rather than follow. First with your logo, then with the rest of your brand.
I hope the very painful overly retro compilation below will make the point even more convincing. If it’s a trend, others will follow and you will end up blending in, and there’s nothing hip about blending in. It’s tough because you thought you finally had the chance to jump on the hip bandwagon. Your logo is not the right channel for that, but you can always use a one-off campaign to do something trendy with your brand instead.