Article
01. Wordmarks with a Twist
Logo design is more than a visual identifier; it’s the cornerstone of a brand’s identity. However, for much of the 2010s and early 2020s, it largely felt trapped in a cul-de-sac of lifeless sans-serif minimalism.
However, as we predicted in our 2024 logo trends piece, that’s all started to change. Over the last 12 months, we’ve seen graphic designers start to push boundaries once more; blending tradition with modernity to craft logos that connect on a deeper level.
To get a sense of where this is all heading, we’ve spoken to a range of designers up and down the industry. Their predictions for logo trends in 2025 centre around a growing focus on storytelling, human connection, and adaptive design systems.
02. Breaking Away from Cliché
For many years, we’ve heard the same complaint from readers when we showcase new logo designs: "it’s too generic". But Mike Goldsworthy, creative lead at ilk agency believes that’s starting to come to an end. “Companies and organisations have been ditching the same-old-same-old recently, and I think that this is a trend that’s only going to grow," he says.
Take the automotive world, for example. For years, brands have leaned into a fleet of masculine, angular, chiselled logos–designs that wouldn’t look out of place on a men’s razor brand. Enter Jaguar’s in-house design team. Jaguar’s latest rebrand is one of the most talked-about this year, and they’ve fully embraced a more approachable and inclusive design. Though, in doing so, some might say they’ve left the heart and soul of Jaguar on the back seat.
03. Experimental Typography
Katy Hopkins, executive creative director at Iris, predicts that a lot more bold, expressive fonts will make their way into logo design in 2025. "I think we will see different experimental typography bring personality to brand identities," she says. "Playing with shape, weight and motion to create unconventional fonts. Creating stretched effects and fluid formations. It’s a great way to catch attention and make a statement."
04. Rise of Retro
Noticed how large logos are getting lately? Callum certainly has. "One logo trend I think might gain some traction in 2025 are bold, chunky wordmarks that take up every inch of a layout," he says.
A good example is the new logo for digital news portal MAD by Ba’ndo. Similarly, I’m expecting to see more logos that can adapt to create an entire design system, such as New Kid’s work for Perpetual, a robotics company automating inventory management for healthcare workers.
05. Two Paths to Choose
Some of these logo trends seem to run counter to each other, so it’s clear that traffic isn’t all going in the same direction. However, Lucas Luz, art director at &Walsh, believes that they basically boil down to two possible paths for logos in the coming years.
One sees them becoming highly intricate, drawing on historical elements of the brand to evoke a sense of nostalgia and credibility. The other takes the complete opposite approach, with entirely typographic logos that allow the graphic system to take centre stage.
06. Human Connection
Whichever direction designers go with their logos in 2025, Beth believes that at the heart of all this is a focus on human connection. "A great logo isn’t just about looking good, it’s about feeling right," she reasons. "Whether it’s through simplicity, bespoke details or a nostalgic touch, logos that are thoughtful and idea-driven will stand the test of time.
07. Making the Logo Smaller
Finally, we’ve talked about how logos are designed. But the ways they are used is also changing, believes Kate Moldan, account manager at Redpill.
"The days of showcasing large, bold logos across digital content are coming to an end," she says. "Brands are increasingly prioritising the expression of their identity through language, behaviour, and authentic storytelling rather than relying heavily on logo visibility. Some examples are some recent examples are: Dove’s The Code and LEGO’s Play is Your Superpower campaign.
Conclusion
As we move into 2025, logo design will adapt to reflect this shift, focusing on synergy, human connection, and seamless integration, particularly in this fast-paced era of short-form content.
FAQs
Q: What is the focus of logo design in 2025?
A: The focus is on storytelling, human connection, and adaptive design systems.
Q: What is the trend towards in logo design?
A: Minimalism is giving way to more expressive, experimental designs that showcase a brand’s personality and values.
Q: How will logos be used in the future?
A: Logos will be used to support brand identity, rather than being the sole focus of a brand’s visual identity.
Q: What is the role of typography in logo design?
A: Typography will play a significant role in logo design, with bold, expressive fonts becoming more popular.
