You don’t want it to look old-fashioned, but neither do you want it to look so ‘of the moment’ that it will quickly date…
In 2013 year aborted University of California rebrand shows just how difficult it is to please all of the people, all of the time – especially when remaking an existing much-loved identity. But even when you’re designing a logo for a new company or brand, it’s a huge challenge to create something that will grab attention – in the right way – in a crowded marketplace.
A sufficient logo should always hold its own in black and white. And sometimes that’s all you need! You don’t have to follow them, but you need to be aware of them. We reveal the latest trends in branding, identity and logo design.
From Microsoft to Harvard University, many re-brands have appeared lately baring their bones. It could be argued that logo design has always followed this path – simplify a well-known logo over time as it becomes more familiar. But it certainly seems to have intensified recently, with more and more logos paring their design down to almost nothing.
(read more on http://www.creativebloq.com/branding/)