The logo trends you can ignore (and the one you can’t).

I want to talk about something the design world is very noisy about right now: logo trends.

Normally I'd tell you to skip the trend reports entirely. They're written by designers, for designers, and your business does not need a personality change every January.

But one shift is actually worth your attention. Because for once, it's good news for small businesses.

Here's what matters

For years, "professional" meant one thing: sleek, minimal, corporate, safe. Every brand sanded down its edges until half the internet looked like the same tech startup.

The brands winning attention right now feel personal. Hand-drawn touches. Crafted linework. Warm, nostalgic colour. Little intentional quirks – a tilted letter, an unexpected gap – that make a logo feel like it was made by an actual person, for an actual person.

Big companies are spending serious money trying to look less like big companies.

Do you see why I'm telling you this?

You already have the thing they're chasing

You're a real person behind a real business. There's a story, a face, a voice, a reason you started. The latest "trend" is essentially the design world admitting that that – the human bit – is the most valuable asset a brand can have.

The catch: having it isn't the same as showing it. If your brand still hides your personality behind safe fonts, borrowed stock photos, and colours you picked in a hurry three years ago, you're sitting on the exact advantage everyone else is faking – with the volume turned all the way down.

And remember, if you're using AI to create your logo, AI doesn't care about your brand. You do. AI has a habit of 'designing' what we call "literal logos" which cram in as much about a business into one visual as it can, likely leaving it feeling dated, overly busy, and not unique to your business.

So should you redesign your logo to be "on trend"? No. And also, sort of.

No. Because chasing trends is how you end up rebranding every eighteen months. Your logo, your core colours, your fonts – those should be built to last well beyond any trend report.

Sort of. Because if your brand currently feels stiffer, colder, or more generic than you actually are, this is the year that gap becomes really visible. Closing it isn't trend-chasing. It's just accuracy.

That's the goal. Not a trendier logo. A truer one.

Does your brand feel as warm and human as you are when a client actually talks to you?

If you’d like guidance on creating a visual brand or brand strategy that actually works — and speak to a human — we’re happy to talk!