Workmarks are logos that simply use the name of the brand and nothing else.

It is very much in the spirit of ‘keep it simple’ – which is one of the overriding (or should we say ‘understated’?) themes of 2021.

Some companies – such as eBay – have been around for a long time, but we think we will be seeing a lot more of these as 2021 progresses. No pretension, no complexity – just say it like it is.

The real skill is in highlighting an element (usually just one letter) to bring the whole logo to life. Whilst eBay has four different colours, they have made sure that the blue ‘b’ stands out and is clearly visually emphasised.

Gradient logos come in and out of fashion – and right now they are in.

Gradients are another way to keep design simple and straightforward, but interest high. Graduated shades keep the eye interested and create a sense of movement and development.

 

Another design approach that works well with letters-only logos. The letter destruction technique is all about leaving letters unfinished, as if you’ve run out of ink or your inscription has been worn out. At the same time, you need to make sure your design is still readable. You don’t want your customers to wonder about your company name, do you?

 

This is all about combinations of letters or geometric forms. Simple, straightforward and very impactful.

 

Popular for a few years now – and with good reason – we expect this trend to continue into 2021. Clever use of negative space gets viewers’ minds working just that little bit harder – and they appreciate the design that much more when the penny finally drops.

Clean, simple typography, with a lack of decoration, will be popular in 2021.

For a great example – look no further than Intel and their logo redesign last year.

Simple text – simple message and just a hint of colour. It’s all about the brand and not the logo design – or even the product! Short, simple, unforgettable.

 

Symmetry is another simplification that has stood the test of time and will continue to do so this year. Balanced, visually satisfying and pleasing, symmetry lends an air of completeness to a design.

 

Another simple approach – the monogram can utilise different design elements yet remain straightforward – such as the new Gmail logo shown here.

 

If it ain’t broke – as they say – then don’t fix it.

Unless you have a major rebrand underway or a new product to launch, sometimes the simplest answer is to keep things as they are. If it’s working, then let it get on and do its job.