Logos in 2024: This year was both pivotal and controversial

Jaguar logo
(Image credit: Jaguar)

In 2024, logo design reached a fascinating inflection point. And as someone who's been writing on the topic for over a decade, it's been very refreshing.

For much of the 2010s and 2020s, logo design was characterised by one megatrend: the relentless march toward simplification. Rebrands across this era typically saw the logo getting simpler, flatter and more minimalist.

There were many good reasons for this, of course; not least the need to make logos work on small digital screens. But as a commentator it became deeply boring (certainly not up there with the best logos ever). And more recently, many designers have told me they've found it quite suffocating. (Echoing these concerns, in March 2023, we published an article titled Is the minimalist logo trend destroying brands?).

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Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects. 

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