Your brand’s logo is often the first impression your company makes. A sleek logo design can influence potential new customers before they are properly introduced to your business. From social media posts, to your website, to billboards - your brand should be adaptable and recognisable, cutting through subconscious biases to resonate with your target audience. 

Each year, as brand placement and accessibility evolves, branding and logo design battles to reduce engagement time and recognisability, seamlessly engaging customers before they even realise. In 2025, design trends are shifting to reflect significant changes in technology, consumer preferences, and aesthetics. 

If you’re considering a logo refresh for your company, or launching a new brand, staying ahead of the curve can help you create a modern and memorable identity. Here’s what’s trending in logo design this year — and what’s falling out of favour.

What’s In: The Logo Trends Dominating 2025

1. Bold, Experimental Typography
Custom typography is making waves in 2025, with brands moving away from overused typefaces and embracing unique, artistic lettering. Hand-drawn and exaggerated fonts with unexpected curves or asymmetry are making logos stand out, particularly in the fashion, tech, and creative industries. Remember, a logo isn’t just words - the font itself can convey brand messaging so it’s balancing standing out with remaining true to your service. 

2. AI-Enhanced Logos
More designers are integrating AI into their workflow, not as a replacement for their skills but as a way to enhance them. AI serves as a creative assistant, helping with everything from generating ideas to refining final details.

For non-designers, AI-generated images can be a game-changer, making it easier to bring ideas to life without technical expertise. But for experienced designers, AI shines brightest when it’s used to elevate creativity rather than replace it. When leveraged effectively, it’s a powerful tool that can push design work to new heights.

3. Motion-First Logos
With video and interactive content dominating social media and digital spaces, logos designed for motion are being increasingly utilised. Animated elements such as subtle movements, morphing letters, or dynamic color shifts are helping brands create a stronger digital presence and adding uniqueness or intrigue to that first impression. 

5. Nostalgic 90s & Y2K Influences
We’re seeing a resurgence of 90s and early 2000s aesthetics, with pixel art, gradient color schemes, and retro tech-inspired logos coming back in fresh ways. Brands looking to target “Gen Z” are particularly embracing this trend, blending old-school charm with modern simplicity.

4. Hyper-Minimalism
Minimalist design isn’t new, but 2025 is pushing it to the extreme. Brands are stripping logos down to their absolute essentials, focusing on single-line elements, ultra-thin fonts, and abstract geometric symbols. This approach is particularly effective for digital applications, where clarity and adaptability are key. You may have seen the recent development of many football clubs (like Juventus & Manchester City) refreshing club logos for the minimalist approach, offering increased flexibility in digital application.

6. Sustainable & Organic Aesthetics
For decades now, consumers are rightfully demanding more eco-conscious products and services, with this trend only continuing. Showcasing this through branding and logos that reflect sustainability are therefore gaining traction. Earthy tones, hand-drawn illustrations, and organic shapes signal authenticity and environmental awareness, particularly in wellness and lifestyle industries.

What’s Out: Design Trends That Are Fading Away

1. Generic Sans-Serif Logos
For years, brands have played it safe and lead with clean, sans-serif wordmarks, for example Google, Wordpress, Ikea, or Uber. In 2025, this approach is feeling overused and lacking distinctiveness. Ever wondered why every company’s brand is starting to look the same? Companies are moving toward more expressive typography to stand out.

2. Overly Complex Designs
Intricate logos with excessive details are becoming impractical in the digital age. With scalability being key, especially for mobile and app icons, logos need to be clean, versatile, and instantly recognisable at any size. Again back to the football club logo designs, fans are no longer checking Ceefax for club news - it’s social media, it’s digital programming, it’s mobile applications - and anything other than visual consistency will have a negative impact. 

3. Flat, Oversimplified Icons
While simplicity is still very much part of effective design, flat design without personality is on its way out. Brands are incorporating depth, texture, and layered elements to add uniqueness without overwhelming the audience.

4. Overused Gradient Effects
Gradients had their moment and were definitely effective in evoking feeling, but in 2025, they’re being refined. Instead of rainbow gradients or Instagram-inspired colour shifts, brands are opting for more subtle, strategic gradient applications with monochromatic shading or soft transitions. This allows brands to be more personal and emotive in a unique way. 

5. Copycat Logos
With so many brands adopting similar minimalist aesthetics and scrambling to become the new norm, originality is now becoming the top priority. Companies are now looking to invest in more customised, handcrafted logo identities to give an unrivaled uniqueness to their branding. Savvy consumers & influencers these days are always quick to pick up on who the leaders and followers of new trends are.

Contact Mucky Puddle for Brand Refreshes & Business Logo Design

Uniformity and uniqueness are so important from a messaging and visual perspective - although digital design trends may evolve over time, the importance of your brand mark is as important as it ever has been.

We have years of experience in refreshing and refining brand assets, from simplistic logo designs to a large digital suite of collateral for nationwide organisations. Contact us today to find out how we can help your brand into 2025 and beyond.