Title Logotrends 2023

What are the logo trends for 2023?

Marke, Brand

Logo trends don’t appear out of thin air. They always arise in a certain context and are not only inspired by the culture or spirit of the times, but also strongly influenced by technologies and tools. This especially applies to B2B companies that have to embody innovation in their visual identities.

Design expert Bill Gardner observes the criteria for emergence of trends and their patterns for his trend predictions. 

He currently sees AI tools playing a major role. He thinks we should not use the output from these tools in unchanged form, but rather as a basis that helps us arrive at our ideas more quickly. In his view, AI tools are great for brainstorming to quickly hone in on initial ideas. 

 Over 30,000 submissions went into his report for 2023. He has grouped the patterns under the categories of ‘Wildflowers’, ‘Bloblend’, ‘Fades’, ‘Foreshort’, ‘Thrust’, ‘Spirals’, ‘Sonics’, ‘WireForms’, ‘BallCaps’, ‘NameFills’, ‘Stretchers’, ‘NeoStencil’, ‘HalfAster’, ‘Double Os’ and ‘Ritz’. 

Logotrends 2023
Logotrends 2023
Logotrends 2023
Logotrends 2023

The report shows that various circular shapes are popular. Word marks are also still on trend. Particularly when products are already visual leaders for the brand. Logos are also heavily designed with sans serif, psychedelic, Art Nouveau and retro fonts. There are also many unusual font creations. 

 Unlike last year, when a lot of pink was used in the designs, this year shows plenty of green and blue shades in the logos. 

If you want to delve deeper into Gardner’s report, check out this link:


In addition to the aforementioned trends from design expert Bill Gardner’s 2023 report, other important developments for B2B brands can be observed.

  • Minimalism with a hint of creativity 
    B2B companies are increasingly using minimalistic logos that employ creative elements or subtle details to set themselves apart from the rest. With this approach, a company can convey its core message with clarity and still retain a certain degree of originality. A simple but powerful logo is essential if a company wants to stand out with its business communication. 

  • Multifunctional logos 
    For B2B companies that offer different products or services in different environments, multifunctional logos are more important than ever. These logos can adapt to different contexts without losing their integrity. Showing flexibility in the consistent application of the brand design is key to maintaining a coherent brand image. 

  • Geometric forms and lines 
    Clearly defined geometric shapes and lines are increasingly being used to convey stability and precision. These designs underscore the reliability of B2B companies and often simultaneously convey an association with technological expertise. 

  • Differentiated colour palettes 
    Pastels or bold colours often dominated in previous years, but B2B companies today are increasingly relying on differentiated colour palettes that offer subtle variations of a main colour. This gives a logo a deeper level of meaning and supports the brand identity. 

  • Dynamic animations 
    With the advent of advanced technologies, animated logos are gaining popularity. These moving elements can strengthen the brand message and attract attention. In B2B communications, subtle animations can help link the brand appearance to any complex processes or technologies that customers associate with the company. 

Summary: Strong brand identity for B2B communications 

In today’s B2B communications, a strong brand identity is decisive. A logo is often the first impression potential business partners have of a company. Therefore, it should represent the company’s values, expertise and, where appropriate, innovative approach. Here are a few tips for logo design in the context of B2B communication:  

Clarity and precision
B2B logos should be clear and precise to instil trust and convey a sense of professionalism. 

A logo should be able to be adapted to various formats and media and still retain its impact. 

The logo should reflect the true essence of the company and not simply follow trends. 

Meaningful colour scheme
The selected colours should support the brand personality and invoke a specific emotional response. 

Consider innovative design elements that accentuate the technological expertise of the company. 

A logo is a long-term element of the brand identity. Avoid fleeting trends that may not align with the company’s long-term vision. 

The evolution of logo trends reflects changes in the business world. A B2B company must understand these trends and integrate them skilfully into its brand identity to create a strong and appealing visual presence. By leveraging the latest design trends, a B2B company can improve its reputation, capture the attention of its target group and establish sustainable business communications. 

We observe these trends with great interest so that we don't miss out on various design trends for B2B brands either and always make their brand designs future-proof.

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