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LogoLounge Releases 2023 Trend Report: Here Are 5 Highlights We've Seen In The Packaging World

by Chloe Gordon on 06/22/2023 | 4 Minute Read

While it's often enjoyable to hear the multitude of opinions that can come from a singular packaging design, what we often hear when we post our Trend Report is how people disagree with the idea of discussing "trends." Or something along the lines of how they don't follow trends.

And we get it—all of your designs are special little snowflakes.

Understandably, many new-to-market designs were created in the past few years, and they're only coming to fruition now. Still, it's important to discern that current trends influence designers in the present and give us insight into the future of design. 

Plus, they’re fun. Don’t take it so seriously!

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What we don't really dive into, however, is logos. Sure, we discuss it as part of a band's visual identity system, but for the most, we're covering packaging trends—not logos. 

Bill Gardner, the founder of LogoLounge, has given The Dieline readers a first look into their 2023 Logo Trend Report. "Here at LogoLounge, we know our stuff. Through analytics, intuition, good judgment, and 20 years of experience creating this report, we are able to isolate nuances and breakout directions that you can use to evolve your brand design forward," shares Gardner. "We’re not telling people to pick up these styles and run with them. Rather, if you wish, you can stand on the shoulders of these emerging trends, or push them to the next iteration."

So, whether or not you track trends, they shape the future. Lean into them, and you'll find yourself more in tune with the present, regardless if you choose to move with the current or against it. 

So without further ado, we're going to look at a few of the insights from this year's Logo Trend Report. 

Wildflowers

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Floral interpretations in logo design vary from easily recognizable to more abstract and imaginative representations. As we knew it, badges and crests have integrated moons, hearts, and stars to fill their backgrounds, but lately, it's been noted that leaves, vines, and blossoms have taken over. In the packaging space, we've noticed Gin leave behind minimal, masculine tropes for a more floral and feminine aesthetic; whether it's happened before or after this shift in logo styles is up for debate, but the diversification of florals is fascinating to observe. 

Blobend

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Designers and brands are now embracing a more relaxed and open approach. The freeform, casual logo shift is upon us. 

Despite the free-spirited nature of warm, blob-shaped logos, the trend still exhibits thoughtful design elements with effective symbolism, evenly-proportioned elements, and clever use of positive and negative space. The packaging world has also seen its spike of blob-inspired elements, from Bio Selfand Trop Tastes to JKR's rebrand for Kraft and Mohu Brewery's conceptual packaging. Maybe in this post-COVID era, we all crave a bit of joy. 

Fades

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Fades are a trend that challenges consumers' visual perception and embraces the unpredictable, and while a blurry logo might not sound effective, they're certainly eye-catching. 

Deliberately unfocused orb logos, or those that blend focused and unfocused elements, create a contrast from the inevitable sharpness of what we're used to seeing. The unexpected Fade-inspired symbols add an immediate sense of intrigue. Interestingly, we've witnessed gradients fall out of favor from packaging lately, but this only makes a stronger case for faded logos, as they'll better show up on monotoned packs. 

Stretchers

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By stretching typography, designers use letterforms as the direct carriers of brand messages and narratives. When these logos are elongated and reformed, designers can manifest symbolism through typography alone. Not only can the subtle modifications create visual effects, but they also create positive, nuanced disruption. 

The stretching technique can help aid consumer recognition, which, when it comes to overcrowded shelves and endless brand options, can be an absolute asset to add to any packaging design. For example, Mozzo's coffee bag uses bright colors and a stretched logo to differentiate itself from the crowded coffee space. If the brand just used bright colors, consumers might forget the brand, but adding the stretched logo is an immediate way to become distinctive. 

Double O's

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Every logo within this trend challenges consumers to understand the relationship between a circle duo. However, the association is a more complex one. Designers have diverted to circular logos because they act as abstract placeholders. They are universally recognized representatives that always evoke a positive reaction from consumers.

Spheres, orbs, and globes are magnetic to designers because of their open-ended connotations. Good or bad, the connections function as the starting point for an open-ended conversation. Interestingly, we've also noticed an uptick in circular-inspired packaging designs. Solution's structural design uses its circular packaging system as a method of gamifying the design. Further, Morella's packaging system uses a circular pattern across the outer box to showcase the product's circular shape. 

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This year is LogoLounge's 21st edition of the report. With over two decades of logo analysis, the team understands that determining the trends doesn't necessarily guarantee a direct forecast. Simply put, trends are the likely tendency in which something will most likely go.

And while the information is a prediction, trends are essential to dissect as they often direct the future of design. 

If you’d like to see the rest of the trends included in the 2023 Trend Report, find it on LogoLounge