5 Tried and True Design Devices for Logo Designers
Thanks to Bill Gardner and LogoLounge and judges Aaron Draplin (Draplin Design Co.), Von Glitschka (Glitschka Studios) Su Mathews Hale (Lippincott), Andreas Karl (Karl Design) Chad Michael (Chad Michael Studio), Emily Oberman (Pentagram), Yo Santosa (Ferroconcrete) Felix Sockwell, Alex Tass, and Alex Trochut for all their insights and opinions into the logo design trends and insights that tried-and-true as well as impacting design in a fresh way right now.
When applied appropriately, crests can convey a sense of tradition, whether the brand has a rich history or not, and they blend a variety of design elements to create a cohesive look. “I like them because they are complex but still simple to read and take in,” Glitschka says. “A handful of these were in my top-rated logos.”
Draplin adds, “I loved the ‘pack a bunch of stuff in’ crests I saw. But of course, those work best when you can read all the stuff, say, on a T-shirt. I just dug the detail, line consistency and overall spirit of how people packed in a ton of info to such beautiful lock-ups. That’s how we used to do it on the top of a barrel carrying—I don’t know—hard tack or some shit.”
Copper & Brave by Braue: Brand Design Experts
Printed Threads by Paul Sirmon LLC
Elevation Beer Co. by Sunday Lounge
“I have noticed the use of basic geometric elements—circles, squares, either on their own or involved in constructions where symmetry and logic were involved,” Tass explains. “It is definitely a classic direction, but one that never gets old.”
Steeple Bay by Gardner Design
Tsukat by Brandforma
Stacks by Greg Thomas
“The unified weight look has really caught fire over the past decade, where an image or typography is designed with a single stroke weight,” Michael observes. “I enjoy this approach, but it is difficult to master beautifully.”
Fluent by Tractorbeam
Magnus Alpha by Mauricio Cremer
With so many breweries and coffee shops popping up everywhere, it’s no surprise that hand-lettered, artisan logos are still relevant. People crave the details over the monotony. Sockwell thinks it’s simpler than that. “There’s a lot of digital stuff that looks impersonal, and this goes directly against that.”
In the same vein, seals and type on a curved baseline were prevalent. As Santosa notes, “They are classic devices, but I’m guessing it’s really popular because it gives a crafty/artisan feel.”
Green5 by Denis Ulyanov
Madison Homebrewers and Tasters Guild by Chapa Design
Wild Theory Brewing Co. by Sunday Lounge
“The highlighted silhouette look has been around for over 100 years, so I found it comforting to know designers are still employing this and successfully so,” says Michael. “Of course, as with any style, it is all about execution and avoiding regurgitating a form we’ve all seen a hundred times. The highlighted silhouette is here to stay.”
Keg Creek Brewing by Oxide Design Co.
Highbrow by Spin Design
Khi-Khi Milk Co. by J Fletcher Design
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