Corporate identity trends
Some months ago, Zara, the Inditex Group’s main brand, updated its logo. After decades of stripped-down style and simple shapes, the new logo is more sophisticated The new Roman typeface with superimposed letters aimed to make an impression on the sector and the public, but, more specifically, it was intended to communicate a change of direction for the flagship of low cost fashion. Using color (especially on its web platform), a new color scheme…
The new logo, created in the New York studio of Fabien Baron, firmly focused on a more developed corporate image, which is compact and closer to the forefront of the fashion business than the purity of French creative design. Those four letters of the fashion giant could, perhaps, be seen as going against the grain of current trends in corporate image, but, even more likely, they are part of a wider visual strategy that uses design to differentiate itself from the competition in the sector. And this always will be the leading corporate trend.
Given this scenario, we can say that the corporate trends that we are seeing in 2019 are extremely useful for getting across, now more than ever, whether our brand (or the brand of our logo) is avant-garde, traditional or in the process of adapting to the avant-garde.
Long live Pantone…
Color, color and more color. After years of neutral and pastel colors, designers the world over seem to have agreed to offer us a burst of color. Is there anything more simple or more attractive to use for setting ourselves apart from the competition than a range of vibrant colors in our logo? Actually, the use of different combinations of colors in the same logo.
For its last keynote, Apple used as many as 371 different styles to reinterpret its logo. A burst of color was the common denominator in each of the versions.
…but in a minimalist manner.
When we think of minimalism we think of white, black, gray…Yes, that is the minimalism of the ’90s. But, in 2019, minimalism is blue, yellow, red… This neo-minimalism uses color and typography to convey the whole essence of a brand, with no additional adornments in the graphic composition.
The House of Saint Laurent updated its iconic logo of interconnected letters with a new image, a clear reflection of the aesthetic purity represented by the arrival of Anthony Vaccarello as the House’s new designer.
Boldface above all.
Possibly because of the influence of social media (bold makes it easier to read moving images), we are in a boldface moment. Because of the force of its personality, it is not difficult to see boldface as the central element of a graphic composition.
We began this article talking about it, and here we have Zara’s new logo (with its boldface).
Let’s be (a little) negative.
Using white space could be a cool way to transmit ambivalent messages in our corporate image. This type of “pro-active negative space” allows us to increase the dynamism of our logo’s design.
Can you imagine just how crunchy this popcorn is? … Well, it’s thanks to the ability of negative space to transmit messages.
Within corporate trends for 2019, technology had to make an appearance in more digital settings, and it does so in 3D. Its use in typography and logos conveys innovation and personality, with no need for any additional graphics.
(vs.) Hand-drawn illustrations
In the midst of the “nostalgia” trend that seems to prevail in the world of design in its different spheres and manifestations, hand-drawn illustrations are of great value when it comes to transmitting a retro design and focus.
At the same time, any retro and vintage focus in a corporate identity is best expressed in the logo and its corresponding packaging (if any). Neutral colors and powdery tones, typography that simulates hand lettering and textures that look old and worn are key elements in delivering the right dose of “nostalgia” to our corporate image. Even so, as these aspects relate more to packaging, they will be covered in future articles.
Given the scenario under analysis, we can assert that brand tendencies in 2019 cover a wide range of strategies and tools to use for our corporate identity. Explosion of color vs. use of negative space; 3D resources vs. the declination of vintage. How much room for creativity?
It could be said that the best strategy is to find our best point and proceed to incorporate small updates that articulate the reinvention of our brand with the passage of time and, obviously, through fashion trends and tendencies. Customers tend to associate logos (visual) with brands. So, subtle and simple changes (apparently) reinforce and promote loyalty to this association and to brand recognition, while keeping the brand up-to-date and current with the present moment.
A good brand and its visual representation in 2019 should bring together an amalgamation of perfectly aligned elements that are structured and incorporated. Only then is it possible to create a unique and representative corporate identity. In the end, it is a question of showing and transmitting what makes us unique and differentiates us from the rest.
We began by saying that Baron’s new creation, of superimposed letters which is slightly distant from its traditional visual purity, could be the creative anti-tendency of 2019. Maybe, these four typographic letters in bold contain all the trends. And we know what they are, in order to incorporate them into your logo.