By Elizabeth Rogers (first published in 2017 by Primoprint under maiden name)

We demand a lot from logos. Logos have to be simple yet convey the brand’s ethos, so they resonate with consumers. In addition to being timeless and distinct, they must remain modern and follow contemporary graphic design.

Here are three of the most famous rebrands from 2016.

Simplification: Mastercard

One big trend this year is logo simplification. Pressure from social media, current design preferences, and digital advertising currently dictates that logos need to be legible when small. This means that companies are investing billions to rebrand to simpler, flatter logos. While the logo’s interlocking circles remain, the horizontal lines framing the word “Mastercard” and sitting in the overlap have been removed and replaced by an orange shade, the result of mixing primary colors yellow and red. The combination strives to cement “connectivity” and “seamlessness,” one of the company’s key brand messages.

Following the rebrand, research conducted by Mastercard showed that more than 80% of consumers still recognized the symbol without the name.

Negative space: Instagram

Negative space can be a memorable way to call attention to a company’s attributes. While Instagram kept its camera icon, it switched from a retro three-dimensional design to a flat, minimalist design. The use of negative space is critical in their new design, as it outlines the camera lens and flashes against the rainbow gradient.

Clean lines: Taco Bell

As companies are leaning more towards simplification, one of the first things to go has been textures. First, larger businesses are opting for logos with clean, simple lines, as this makes signage construction more accessible and cost-effective.

Taco Bell’s designers opted to pare down the logo, replacing its magenta, purple, and yellow with a regal purple with subtle gradient shading. It utilizes white space to shape the bell.

Think your brand could use a refresh? Our design team would be happy to assist you with creating a new, modern identity for your business. For more information about our logo design services, click here or email design@primoprint.com.