Branding is an important part of any businesses. It helps make them more recognisable to the public and can have a major impact on their reputation and how they are seen in people eyes. Rebranding is not uncommon, with most long standing companies having rebranded at some point. Pepsi, for example, have rebranded more than [...]
Just stick it in a circle
A trend I’ve noticed more and more in logo design recently is the symbol within the backing circle or outline. It’s certainly not something that offends or goes against the rules of design, more of a trick to allow for adaptability and contrast. That being said, it’s increasingly common occurrence in the logo galleries and portfolios leads me to define it as a ‘trend’ – browsing classic logo books shows a distinct lack of the shape in question.
The title suggests lazy design, the mindset of “just stick it in a circle and it will look good” but I do admit there is oftentimes a sound and logical reasoning for it’s usage. Minimalism is generally associated with white space, straight lines and clean visuals – having a circle allows for contrast against said backdrop; the solid colour, presented in a non-liner mark. So it makes sense, sometimes.
A nice, unique letter “N” – does it need the circle?
My concern is more that by falling into the whole category of ‘trends’ is the easy way out. As a designer, you need to push the boundaries and leave your own comfort zone. Constantly falling to the tried and tested techniques that you know work, is just too safe. Yes, you need to please the client, who often sees the currently fashionioned galleries as what’s important, but even things as current as drop-shadows and gradients are becoming staid in logos – the mark of an aging design. A previous client of mine asked specifically to see it outlined, but when I asked why, they didn’t really have an answer. My explanation of why it didn’t need outlined left them with a better understanding of what I was trying to achieve, and they were happy. Before you think of me as being arrogant, or above others, it should be noted that I have used the technique as well, often to good effect in creating an interesting contrast for branding – what I’m trying to say is that going with these methods every time is not allowing you and your work to grow naturally, it’s being constrained.
So my suggestion is, before reverting to your safe zone, experiment with different colours, shapes and layouts, try to show the symbol you’ve spent so long creating in a way that gives it the respect it deserves. Don’t simply give it an outline and hope you pull it off.
Ten examples of “Circle Logos” I found in around two minutes.
I think it simply comes down to relevance. Context is sorely missing from a lot of inspiration galleries so it’s hard to tell whether the utilisation of a circle, in identity design, is a superfluous aesthetic choice or something more reflective of the brand. I suspect, with the very open interpretation of such an elemental form, a designer, when challenged, could apply a retrospective value to their decision.
A trend, for me, is an restrained and unjustified use of a technique or visual device, without being privy to the context of each example I don’t think you could really substantiate your observation.
Thanks for the feedback Richard.
I agree that context is key, and is generally undefined across the logo galleries. The examples provided were not meant to criticise, but to show how a unique logomark can lose form when forced into the circle.
I’m not sure what observation requires substantiation. The article itself refers to the increasing usage of the circle backdrop, which I feel is fair. Defining it as a ‘trend’ – that definition was more aimed again at the increasing usage because as you said, I’m not privy to the individual reasoning behind the choices. Constraining your development and experiments as a designer as being a bad thing, well that’s surely undeniable?
Sure, I was really just referring to the trend label. Without context its hard to split the relevant with the irrelevant, this is what I personally use to define trend not the perception of saturation. Designers are communicators, the use of certain devices are relied upon because they’re clear, it’s the combination of these that makes for original piece of design.
My apologies for the tardy reply, busy week.
I like that… “perception of saturation” – a much better way to look at it ;)
Always good to hear your thoughts!
I have been complaining about this design all year and swearing that I’ll never touch a circle however I failed and created a Nutritionist logo that ended up in a damn circle. I can still say I’m not a fan and logo trends drive me up the wall. It’s true that everyone (especially students) have picked this up as a simple logo creating tool which usually involves 1 circle and some random pattern with sharp edges et voila a meaningless logo is created.
You’re right that many designers have utilised this method, ending up only with a meaningless logo, but as mentioned earlier, it comes down to the context.
In your case with the Nutritionist logo, I would love to ask your thoughts on why you came to use the circle – was it the ‘easy way out’, did it make sense aesthetically or something else? – thanks for the comment ;)