Logo design in 2025: What are the latest trends
Behind every memorable logo is a story—told through color, shape, and type. It's the cornerstone of a brand's identity, connecting businesses to their audiences. Find out how 2025 is redefining logo design trends and why keeping your branding fresh matters.
So, what defines a well-designed logo? As Joan Costa emphasizes, a good logo is a visual representation of a company’s core essence and values. It should be instantly recognizable, unique, and effective in communicating the brand’s personality and values. Consistency is also key: supporting a logo with cohesive visual communication across different media builds familiarity and strengthens the brand-audience relationship.
We've looked into various case studies and design examples to uncover the top logo design trends for 2025.
1. Minimalism: A timeless trend
Minimalism is one of the longest-standing design trends, maintaining a strong presence over the past several years—not just as a style, but as a foundational practice.
This approach emphasizes reducing elements to their essentials, creating clear, streamlined shapes that make brand recognition easy and memorable. Minimalist logos also perform exceptionally well across different media, because their simplicity allows audiences to instantly recall and connect the visuals with the brand.
Over time, and more over the last few years, brands have chosen to move from more intricate logo designs with multiple colors, elements, 3D and textures, to reducing the design to its core elements.
Many logos designed years ago using minimalist principles still look modern today. If your goal is a "timeless" brand image, minimalism is a wise choice. As we move through 2025, this will continue to be on trend. Brands will aim to refresh their identity into designs that are not only simple and recognizable but also adaptable over time, contributing to a broader identity system.
2. Custom & Intervened Typography
This year we’ll see an increased focus on custom typography. This approach offers a creative way to set a brand apart without relying on a separate visual that represents the brand, like a logo mark. Adding unique elements to an existing typeface, or even designing a custom font from scratch, can establish a memorable and lasting impression.
The key lies in creating a focal point—a distinctive detail that makes the name stand out and that is also in line with the main concept or message behind the brand. This works best when the detail aligns with the font's aesthetic, complementing the overall style and enhancing the brand's visual identity.
3. Symbolic & Metaphoric Storytelling
To boost engagement, storytelling has become a widely adopted approach. Brands are increasingly focused on conveying a clear and impactful message through logos that can communicate where they come from. This may involve using a bold visual that directly reflects a core element of the brand or adopting a more metaphorical approach to represent a particular concept. The main objective is to relate the brand to its own story, and help people connect the dots easier.
4. Typography: The new logo mark
A logo mark (also known as a brand mark or icon) is the visual symbol or graphic element in a logo that represents a brand without using text. It’s the part of a logo that is purely image-based, distinct from a wordmark or logotype, which relies on the brand’s name in stylized text.
In this trend, we can see the use of a custom letter that is enhanced by shape and/or color to transmit a specific look and feel.
These can also be related to the use of Geometric Shapes trend of 2024 to simplify the logo mark elements and create a distinctive shape that is simple and universal.
5. Retro Design
In recent years, we’ve entered an era filled with nostalgia. As trends cycle back, a return to the basics has come into the spotlight once more. This revival is marked by more complex shapes, stepping away from minimalism to embrace styles from decades ago. Popular techniques include vintage typography, illustrated badges, and the vibrant color palettes that were iconic in the 1970s.
Some brands started with this identity in the first place, and it stayed the same over the years, giving the brand more personality and originality as years pass by. Jack Daniel’s, for example, chose to stay the same, having little updates throughout the years. Consistency can make a brand to be perceived as “classic” and “trustworthy.”
But we can see this emerging also in new proposals. Some brands choose to hop on the nostalgia trend and create their own intricate design to evoke feelings from the past looking to reflect “tradition” and/or “history.”
6. Geometric Composition
In line with current trends, geometric composition keeps popping up. It complements minimalism by using geometric figures as the foundation of a design, enhanced through color, customized shapes, or repetition. Working with a precise grid is always a reliable approach for achieving clean, clear compositions.
Geometric designs that convey dynamism or a sense of movement are especially popular. We can see logo compositions where the distinctive image is a dynamic composition centered around a focal point, where geometric shapes are strategically arranged in a radial pattern.
The shapes can be triangles, rhombus, or squares along with text, lines and icons in order to create a symbol or a brand name. This type of structural design follows the same approach as the minimalism trend: avoid crowded designs by keeping just the essentials. Moreover, geometrical shapes can be merged creatively with negative space or icons to create an attractive brand symbol as Adobe has done with its logo design.
As a result of this movement, logos can have more structure while maintaining a gentle and uncomplicated aesthetic. In addition, because of its simplicity, geometric shapes usually are more eye-catching.
We can also see the radial pattern approach used in AI products like Chat GPT or Perplexity. In the past years, this style has become a part of the industry’s trademark as it can be considered a versatile and scalable starting point for a visual identity design.
Final thoughts
The first point to emphasize is that while a logo is often the quickest way to identify and represent a brand, it’s just one component of a larger strategy. Effective branding involves a thoughtful approach to all aspects of communication, integrating not just graphic design, but also marketing, public relations, customer experience, sales strategy, and research, among others.
A logo that is versatile, adaptable to different media, and capable of evolving over time can significantly enhance your brand's communication. It’s a comprehensive effort to convey a consistent message.
We’ve explored a range of trends, from minimalism to retro nostalgia, all of which can be valuable whether you're building a brand identity from the ground up or updating an existing one.
While trends may shift, one element should always remain timeless: the creativity to design a logo that is simple, memorable, versatile, and, above all, perfectly aligned with your brand’s essence.
At UX studio, we're always considering brand personas and ensuring that the logo reflects what a business does and resonates with its target audience. So, while logo trends may come and go, following this seven-step recipe will definitely set you on the right path for creating an effective logo:
- Is your logo distinctive?
- Is your logo visible?
- Is your logo adaptable?
- Is your logo memorable?
- Is your logo universal?
- Is your logo timeless?
- And ultimately… is your logo simple?
+1: If you want to dive deeper into what makes a logo, try playing around with this logo integrity experiment created by Jim Nielsen.
