Flat is a design aesthetic that adopts minimalism and removes any impression of a 3D effect. Flat designs, looks cleaner, crisper and modern, and not to mention looks good in all types of tech devices, large or small. The main reason, is that the flat logo designs are flexible. They can be re-sized which makes the logo adaptable to all type of screens.
Since apple changed its user interface from realistic looking icons to flat designs free from superfluous elements after it launched iOS 7 in 2013, more companies have adopted the flat layout design style and the reason for this change isn’t just to stay trendy.
Flat logos may seem simpler and less elegant but they could potentially save a company millions of dollars in printing and representation expenses. in 2005 Cisco changed its complex logo that resembled the Golden gate bridge to a simple graphic consisting of only 9 bars.
The old logo was incredibly expensive to reproduce on shirts, letterhead, envelopes, documents and so on. Cisco was spending millions of dollars on T-shirts alone, and a major expense was ensuring the transfer of that intricate logo to the clothing. A flatter logo is much, much cheaper to reproduce as it consumes less printing material and takes less time to print.
Before smartphones and computers became ubiquitous, app icons had to represent real world objects in order to help computer users recognize the function of an app or icon once they looked at it, examples are the “search” icon being a magnifying glass, the “save” button being a floppy disk (nobody uses a floppy disk these days), the compass icon representing maps and so forth. Over the years people have become more familiar with computers and digital mobile devices hence there is no longer a need to represent icons using images of real world physical objects.
As more wireless data is transferred between mobile devices, the need to save internet bandwidth has led modern day designers to strip graphics, icons and user interfaces from unnecessary embellishments such as shadows, backgrounds, reflections, bevels, glows and stripes.
This simple change leads to pages that load faster because they consume less disk space. Recently Google inc. changed its logo to a simpler font which consists of basic geometric shapes and removed the shadows and bevels present in the old logo, this simple change led to a google homepage that loads faster than the old one, because the new logo consumed only 300 bytes of data while the old logo consumed 7300 bytes!
A flat design is easier to represent across platforms of various sizes, a good logo should be instantly recognizable when it is displayed across mediums from a giant LED Billboard to 0.20 inch smartwatch screen. If a logo isn’t readily recognizable after being enlarged or compressed then it fails to effectively communicate the brand image and that is a big marketing NO.
Choose the right colors.
University of Loyola, Maryland, published research that showed color can increase brand recognition by 80 percent. The underlying reason being there is a strong correlation between emotional responses and color, implying that the selected color will determine how your brand is viewed.
For instance, luxury brands like Michael Kors and Chanel use silver, gold, black, and white to promote a sophisticated image. Restaurants like Pizza Hut and Burger King utilize red in logo design to simulate hunger.
When it comes to logo design, let this be a guide for the selection of your color palette. Also, consider your brand’s personality. What virtues does it highlight? Innovation, intuitiveness, speed? Knowing your focus can be significant to refining your color selection.
Multiple colors can be used if you want to emphasize audience diversity or product variety. Don’t shy away from experiments but remember to keep it simple and memorable, also remember you are designing the logo for your customers and not for yourself so be sure to choose something that appeals to your target audience and not just you alone.
Sometimes your logo will have to be displayed in monochrome so when designing your logo make sure it is recognizable when it is represented in just black and white.