If we’ve learned anything about logo design trends over the past few years, it’s that nothing is predictable. As we move into a new year, AI permeates both art and branding—along with other areas of our day-to-day lives—breathing new life into old ideas. Whether we embrace it or work against it, almost all the 2023 logo trends feel as though they’re entering this new era of tech.
Whether you’re starting a new business or undergoing a logo redesign in 2023, remember that your logo is the most recognizable part of your business—so design it to last. Whether you work with a designer or use a free logo maker, make sure your logo that represents your brand identity and can evolve with your business. You can learn more on how to do this with our Wix Logo Maker guide.
2023 logo trends
To help curate our list of 2023 logo design trends, we’ve consulted with Effy Fisher, UX Designer for Wix’s Logo Maker. This year, more than 50% of users selected “modern” as their style preference when using the Wix Logo Maker. We also saw the top industries for logo design in fashion/jewelry, restaurants and building maintenance.
As the future of logos evolves, we'll see more brands expanding their digital presence and engaging with audiences in new and exciting ways. We anticipate that the following logo trends will make their mark in 2023:
01. Liquid metal
As more sci-fi dreams become reality in 2023 through augmented reality (AR) and virtual reality (VR), band logos, YouTube logos and gaming logos are now embracing the liquid metal effect that has been appearing across digital design spaces since 2019. “The look is distinctly computerized: think sinuous, jagged type that’s been plumped by pixels, or water drop squiggles that look like they’ve dripped from a melted lead pipe,” writes Liz Stinson on Eye on Design.
“One possible source of inspiration for this trend is certainly the visual tradition of science fiction,” writes Ana Hercigonja for Muzli on Medium. “From spaceships to cyborgs, there was a lot of glimmering iridescence of the smooth, flowing metallic surfaces.”
Consider your industry and brand identity when deciding whether a liquid-metal logo would work for your business. Remember, the key to good logo design is that it looks good at any size, in any location. For example, if most of your branding collateral is online, these three-dimensional logos can pop off the screen and add some personality to your online presence. However, if your logo predominantly appears in printed marketing materials or branded merchandise, the 3D details can get lost or even detract from the design.
02. Nostalgia but with a twist
From fashion runways to web design trends, we continue to see retro styles emerging with modern twists. Whether it’s the neon colors of the ‘80s, the iconic grunge of the ‘90s or the futuristic optimism of Y2K—we’re here for all of it.
If Gen Z has taught us anything, adding your personal style can make something cool again. If you want a nostalgic aesthetic in your logo design, make sure it's authentic and aligned with your brand messaging.
You can also play with old and new elements within your logo, balancing them in a modern and nuanced way. Think of combination mark logos that use classic serif fonts coupled with avant-garde logo shapes. Picture color palettes that pair muted pastels with black or unexpected splashes of neon. Juxtaposing a vintage look with a contemporary detail can make a logo stand out.
To really implement this 2023 logo trend, we can also look at the way AI is built around remixing the old. Take a look at these famous logos recreated by AI for some creative (and sometimes uncanny) inspo on how to reinvent images (and check out our guide on the best AI logo generators).
An important element of logo psychology is to identify your target audience and communicate with them in meaningful, relevant way. If your logo elicits a familiar, nostalgic feeling in the hearts of your customers, you better believe they’ll associate this feeling with your brand. Pickleball brand Nettie and adaptogenic tea brand Steep and Mellow are great nostalgic logo examples that fit in a modern world.
Tip: If testing neon colors, use them in RGB to optimize for screen use and get a wider spectrum of colors that cannot be printed. To get a neon effect on printed logos, you should use effects like Shadows and Blurs to get a visual illusion of neon on paper.
03. Hyperrealist metaverse vibes
The metaverse is projected to become an $800 billion market by 2024, according to Bloomberg Intelligence: “The metaverse’s definition is likely to continue to expand and include more sectors and potential growth areas.” And logos are no exception. Enter hyperrealistic logos: or logos that seem to recreate a high-resolution, sensory experience for the metaverse age, via haptic touch (“sensory logos”) or sound (as part of sonic branding).
And as the immersive, hyperrealistic virtual world continues to evolve, more brands are, in fact, adapting their logos to keep up. As Fisher, says,
“In 2023, we will continue to see more AI-generated content, and in unexpected places. It means designers need to stay sharp and keep up with the trends, as automated technology like AI image generators makes it easier and more accessible for anyone to explore and create. It opens new and exciting possibilities for creators and for brands to push boundaries and integrate technology in new ways”.
Fisher suggests looking at a major player, Coca-Cola, as an example of how adaptive logos can work for both this world and the virtual one.
Fisher says that the Coca-Cola logo has stood the test of time, dating back to 1886, oftentimes by avoiding logo trends altogether and remaining a powerhouse in its own right. Yet, when it came to the metaverse, the brand quickly figured out how to lead the way. In 2021, Coca-Cola auctioned off NFT collectibles featuring their classic logo in Decentraland and in 2022 unveiled a new pixelated logo for their metaverse-inspired drink. The brand mastered their core brand identity and kept it cohesive all these years so that they could play with their logo in the metaverse—or any other reality.
When considering this logo trend as you design a logo of your own, Fisher recommends experimenting with real photos. He suggests uploading images into the Wix Logo Maker and saving as vectors on a PNG background and testing out different versions of your logo for a social post or even on a business card.
04. Hybrid life
After almost three years of hybrid work, flexibility is all the rage. Even logos are asking: Why not both? In 2023, we’ll see the rise of hybrid logos, or those with mixing different complex design elements, fonts and color combinations for richness and depth. Surprising combinations like layered letter logos, transparent effects and new contours are deliberate and enhance the overall logo design rather than clutter it.
The sustainable, weighted blanket brand Bearaby’s logo plays with a cursive typeface only on the letters “b” within the brand name, while all others remain as block letters. This subtle and playful detail reinforces the product, which is predominantly made of chunky knit material. The loopy movement of the specific letters brings a softness to the logo, which is precisely what the brand stands for. We also see some unusual font pairings in logos for brands like Good Pharma drinks and Sophistiplate. Both examples use different typography and spacing to add depth and richness to their logo designs.
To use this logo design trend effectively, think about each element individually and as a part of the complete package. Play around with thickness, textures, colors and spacing to create unexpected and unique layouts. Be sure to think about how to take the advantage of where your logo will live—real world or digital? Should it fit both? Should it look different on each media? Just remember to consider how your combinations affect the brand message your visuals send.
Hybrid logo trend example by Wix user Manu Branding
05. Less is more (still)
In today’s noisy world, we’re inundated with excess—more pop-ups, notifications, endless streams of content and communication. And sometimes we need to just cut the noise. Minimalist logo design never goes out of style, despite competition from cluttercore trend—a Gen Z-spearheaded revolt rooted in Victorian excess—emerging in other design disciplines like fashion and interior design.
Some minimal yet effective logos we’ve seen lately that perfectly exemplify this return to form include male skincare brand Huron, personalized wellness brand Curology and electrolyte beverage Barcode. Minimalism is particularly poignant after the past few years have reshaped our priorities and shifted our focus on what we consider important.
Simplicity is best when intentional, meaning minimalist logos require thought and precision. Often black and white, or muted palettes, minimalist logos lack the inclusion of color to convey emotion, so your design needs to be expressive yet concise. Honing in on typography and spacing details can have a big impact on the overall composition and message of your logo.
Consider using negative space to help create contrast or form an even more dramatic chiaroscuro effect. Silhouettes and shadows can strategically convey hidden messages or form new shapes altogether to establish a composed look. Incorporating dots and lines can also form the illusion of texture or shift the visual perspective.
Minimalist logo example created in the Wix Logo Maker
Typographic logos will always be en vogue, and in 2023 we’ll see a wide range of typeface trends emerging—most specifically lowercase fonts. Everything from elegant high-contrast serif typefaces to sleek script fonts will appear in logos and branding, all in lowercase versions.
Letterform and wordmark logos made entirely from text work in almost any industry, exuding professionalism and confidence. The typeface you use in your logo should help tell your brand story, so you must choose one that both represents your brand, and can also grow with it.
Effy Fisher shares:
“Typically, if you envision a logo that starts with an uppercase letter, you often remember just the letter. In fact, brands often base their logo adaptations on that single capital letter. When it comes to all lowercase letters, our minds tend to remember the whole world as a complete package.”
When choosing a lowercase font for this 2023 logo trend, some typefaces like classic serif fonts will always be in style, while others are just now having a moment. Be purposeful and selective with your typeface choices because they must represent your brand identity at every level. If you’re using a very strong typeface, let it speak for itself. Remember, every part of your brand’s visual identity must convey the same language in a cohesive design. And sometimes, simple typography is enough to do just that.
Celeb brands like Kourtney Kardashian’s lemme and Hailey Bieber’s rhode are two examples of lowercase logos we’re talking about. We’ve also seen it happening with many online businesses like the digital pet clinic pawp and the conscious shopping platform goodbuy.
Tip: In 2023, we’re also continuing to see creative spacing, playful layering and experimentation with line thickness in typographic logos. You can check out the best fonts for logos to help find one that best suits your brand.
Lowercase logo trend example by Balena
07. Viva magenta
Pantone’s 2023 color of the year is Viva Magenta, and as the New York Times reports, it was made for the metaverse. “The shade was selected by human trend prognosticators who survey fashion and design, then interpreted by the A.I. tool Midjourney to create what Pantone described as an ‘endless new ecosystem to be explored, called ‘the Magentaverse.’”
While the hue is vibrant and has drawn comparisons to “follow” and “like” buttons on social platforms like TikTok and Instagram, it also evokes a retro feeling that encapsulates the past, present and future in one dynamic shade. The bold color simultaneously conjures ‘70s shag carpet, lamp shades and red ashtrays as well as the jelly shoes, blow up furniture, flip phones and Tamagotchis of the late '90s.
When it comes to using red as a logo color, be mindful of the saturation. For example, you might opt for a monochromatic color scheme (a logo trend we saw a lot of in 2022 that is still relevant), but use various shades and tones to create a more balanced logo design.
Alternatively, you might consider using subtle pops of red with other muted or pastel colors. Remember, while it may be tempting to test out this fashion-forward color, stay true to your brand identity and stick with hues that holistically communicate your message.
Viva Magenta logo trend example created in the Wix Logo Maker
08. Intentionally flawed
This year, we see beauty in imperfections. Just like your signature, a hand-drawn logo is a one-of-a-kind inscription that allows for more creative freedom, and, in turn, expresses your brand personality in the most accurate way. Hand-drawn, or purposely imperfect elements bring a personal touch to your logo, making your brand even more accessible and approachable to those who interact with it. This is particularly true when we’re valuing the real human touch amidst the AI revolution.
Using hand-drawn detail allows a certain authenticity to shine through. Sometimes hand-drawn elements can appear raw and organic, almost intentionally messy to give a sense of realness. Other times, their delicacy and fluidity can really elevate a logo design. We’re even noticing a punk DIY aesthetic emerging—bringing an edgier perspective to brands who want to disassociate themselves from big tech.
In addition to hand-drawn details, we’re also seeing a rise of broken or distorted fonts that are surprisingly (and intentionally) illegible. This stylistic 2023 logo trend draws in a glitchy feel—a mix between digital and dystopian that boldly conveys what a brand is all about.
“These [distorted fonts] are typefaces that are either obscured by overlaid imagery or that contain letterforms warped beyond recognition,” 99designs predicts in their 2023 font trends. “One benefit is that these fonts demand attention, as the reader must concentrate and use context clues to decipher their meaning.”
Hand-drawn scribbles, freeform shapes and distorted typography can be used in all types of logos—from letterforms to emblems and combination marks. The sky’s the limit, and in 2023 we’ll see brands blazing the trail on unique details, finding new and creative ways to express their vision.
Logo example created by graphic designer and Wix user Kurt Champion
09. Organized chaos
Let’s face it, the past few years were chaotic, but with it came the emergence of the “organized chaos” design trend. Rooted in anti-establishment protest and ratification of the “ugly,” organized chaos is a liberated ideal that fuses minimalism with mayhem. It’s intentionally breaking the rules.
In 2023, we’ll see this logo design trend played out with subtle and subdued qualities. Using some of the logo trends we’ve mentioned in our list like lowercase typography, hyper-realistic elements or imperfect details in one cohesive logo design can tell a unique story. We also see asymmetrical shapes, negative space and unusual symbols coming together in new and edgy ways.
A few strategically chaotic logos we're loving include plant-based food brand Camp, eco-friendly children’s brand EZPZ, healthy cookie dough brand Deux and Japanese fashion label Human Made. Each of these logos is uniquely and intentionally disorganized in a way that fits with their product, brand identity and overall messaging.
Breaking the rules of composition doesn’t have to mean going completely rogue. Choose one element of your logo design and let it stand out. For example, if your logo is a wordmark of your brand name, bring one letter out of focus by reducing its font size or by taking it outside of the composition's imaginary grid. Implementing an unconventional style will definitely make your logo stand apart in the crowd.