Logo Design According to Zeitgeist: Not Only the Times are Changing
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Logos, be it wordmarks or symbols, are rarely „timeless“. Instead, they are regularly adapted over time – sometimes tentatively, sometimes more radical. Apart from taking on style details such as gloss, 3D, and shadow effects which disappear with the fading of those design trends, there seems to be an underlying general direction in logo design: shapes get more simple, proportions more harmonious, and details disappear. When a company is founded, logos are often not created by professional designers, but rather quickly jotted down. Frequently, those logos do not correspond with the core principles needed for creating a distinct logo. Simplicity always plays an important part here. Wordmarks and symbols need to be quickly recognized and embraced.
