The purpose of a logo is to be memorable and convey to the audience the main message of the brand, its ideas and uniqueness. There are many techniques and tricks for creating a logo, many of which are turning into trends.

In this material we will tell you what logo design trends you should pay attention to in 2022 to be among the brightest and most noticeable companies in the market.

Gradients and 3D gradients
To be frank, gradients have already bored many people, as they are far from being a new trend in logos. Nevertheless, their popularity does not decrease: gradients are actively used in background images, the design of websites and logos.

Gradient – a graphical technique of mixing several colors, in which one shade gently flows into another. This allows you to give a logo depth and volume, as opposed to flat design.

Logo with a gradient looks equally organic in any size and configuration, whether it’s a digital environment or offline communications.

Also, 3D gradients have been actively used in the digital space lately. Three-dimensional effects, especially tapered ones, fit the central subject matter. Accentuate the contrast between color schemes. Tapered gradients allow you to turn simple projects into complex ones.

Negative space.
Among the trends in modern logos, the use of negative space stands out. Yes, someone may argue that this visual technique has been known for decades, but this technique is still in demand and is one of the most sustainable in design.

Ambiguous images, intersections, unusual displays are used to create negative space.

The main effect of such logos is that their chip is not noticed immediately. And this complexity of the image just attracts attention. You want to look at it and understand what’s special about it.

Unique fonts
Surely you’ve noticed that there is a trend for logos to switch to a text format. Therefore, one of the most obvious trends in logo design 2022 is the uniqueness of the typeface. After all, you can’t go far with standard fonts, it’s necessary to look for unique solutions.

To make fonts unique use the following methods:

Substitution of letters.
Experiments with alteration of sizes
Distortion of perspective
Imitation of handwriting.

Minimalism
For several years now, minimalism hasn’t lost its popularity in design. Logos are no exception.

When designing a logo, additional elements are kept to a minimum, and all attention is paid to the key points. To delight the target audience so difficult, but the effect is usually more memorable.

Minimalistic logos look good because they are perfectly readable in small icons of mobile applications or brand page avatars in social networks, as well as on large billboards.

Lettering fusion
Another variation of logo work and part of the fashion trend is the merging of letters. There is a sense of freedom and aesthetics in this. A harmonious and stylish combination of letters forms a brand image and a strong impression on the target audience.

Emblematic
Once again, logos in the form of emblems with a mass of embedded ideas and brand values are in demand. In this case, modern emblems differ from the classic ones by a smaller number of graphic elements, simplicity and memorability.

Even just looking at such a logo, a person should feel the value of the result, which the purchase of the company’s product will provide.

Monochrome color palettes
If your logo already features or plans to feature only one color, congratulations, you’re following the monochrome trend. This is a simple and versatile technique, which is relevant in 2022 and will probably be in demand for the foreseeable future.

The most important thing with monochrome is to choose the right shade. Here, psychology is involved, because every color has its own effect on people and provokes different emotions.

An optical illusion
One of the best ways to make people look at your logo with curiosity is to use optical illusions. For example, using 3D effects, shifting shapes, changing or superimposing colors, combining incongruities. But don’t forget that the image, first and foremost, should convey your message to your audience.

Classic b / w.
Well, where to go without the classics. Black and white logos belong to the category of timeless and never going out of fashion regardless of current trends and their impact on design.

Despite the seeming paucity of options, there’s plenty of room for creativity in black and white logos: you can change the visual perspective, you can create texture effects, add lines and shadows, and so on.

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• Research. At this stage, a specialist must collect a variety of information, which will act as the basis for activities. This point includes an assessment of the brand, its merits, and analysis of competitors.
• Setting targets. In this case, data from previous stages is used as the basis. Traditionally, the popularization of a new name includes several basic objectives – increasing brand awareness, creating an image with a positive connotation, conquering the market.
• Consumer choice. In this case, it is necessary to focus on meeting the needs of the potential audience. There are several groups of aspects, which are of maximum interest during creation of marketing and PR relations. These are directly employees, partners, customers.
• The choice of instruments of influence. This is a variety of marketing techniques, including the creation of service centers, the design part, the creation of long-term mutually beneficial relationships with investors.
• Developing a strategy. After getting the right information and going through the other steps, there comes the moment in which other parameters are determined. They include the type of market, the people targeted by the strategy, and the stage of brand development.
• Defining the budget. In this case, each detail of the made promotion plan is considered on an individual basis. Detailed calculations are made, estimates are made, and further effective planning is built. Then the strategy is put into practice.
• Evaluation and analysis of effectiveness. This is the final stage, which involves evaluating the effectiveness of the activities carried out and to determine the level and quality of achievement of the goals.

Promoting the company’s brand is done in stages, in order to properly execute each major point. There are many methods of this type of activity, but modern and progressive companies focus on PR on the Internet.

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SEO optimization (search engine optimization) and traffic promotion
This is a method that allows advertised resource to take the first positions in search results / increase attendance of the resource. This method allows not only to increase sales but also plays several other important roles. It serves PR, site promotion, improving consumer attitudes towards the company. The direction allows to achieve growth of attendance of the company, as well as its recognition in the masses. Thus, SEO is an affordable way to promote any business, including small businesses. Such brand promotion on the Internet allows the business owner to “kill two birds with one stone”, in particular – to aim at strategic prospects and gain tactical benefits.

Contextual advertising and contextual media advertising
If you want to achieve rapid results, the ideal way is to create a contextual advertising. It does not require constant verification of some indicators, unlike SEO, but the payoff will not be as long-term and promising. That is, you will see the result, as long as you are engaged in advertising your own resource. The obvious advantages of this tool is a clear focus on the target audience, the instant launch of the advertising company, well predicted, transparent statistics and there is a possibility to quickly adjust your advertising promotion. But as a key way to promote this option is used more rarely – it is expensive. Its basic purpose is to increase sales and recognition.

Interactive advertising
At the present time this method of promotion is subject to constant improvement, there are more and more new types and formats, updated ways of similar promotion. At present the demand for leaflets, huge posters and other ART directions, which not only attract attention, but also long remembered by the target audience. And this is the optimal support for the formation of a brand concept.

Advertising on marketplace
Some search engine services, such as Google Shopping, offer the opportunity to advertise your product on their pages with a picture, price, product description and other information. It’s cheaper than contextual and contextual-media advertising. However, only suitable for online stores and difficult to set up.

Social networks
Nowadays, it’s hard to imagine a company that wouldn’t appear in social networks. People spend a lot of time on such resources as Instagram, Twitter, YouTube, Facebook, and are happy to subscribe to subpages and communities that interest them. They follow the latest news, and they want to receive fresh updates on a regular basis. Also in some social networks full-fledged advertising campaigns are available.

PR articles
This method is also gaining popularity recently and involves the placement of thematic articles on specialized sites. By means of well thought-out texts, it is possible to attract the representatives of the target audience and to do it unobtrusively. Thanks to the placement of articles, you can form the right attitude of consumers towards the company, its products and services, as well as increase brand awareness and significantly improve your reputation. Today blogs, forums, information portals and other authoritative sources are more and more often used for the solution of these tasks.

Reputation management
Brand promotion on the Internet today cannot do without creating an optimal image on third-party resources. The company should periodically publish information about itself, declare its products, eliminate negative comments and opinions and deal with the withdrawal of the resource in the top search. For these purposes, special sites and other reputable resources are used to attract attention, increase sales and take the business to the next level.

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• Creating a blog or website. Having your own platform allows you to showcase your expertise and bring value to your target audience on your own terms. To promote your personal brand, you can leverage SEO and loyalty programs by offering checklists, guides, books and other gifts for subscriptions. What’s more, the site helps you find and engage partners.
• Interact with Influencers. These can be social media bloggers, TikTok, YouTube, or opinion leaders in your field. Use networking to find new and useful acquaintances. Initiate collaborations or make paid agreements to promote your personal brand.
• Paid social media promotion. If you have something to offer your target audience, such as a checklist on how to find a job and improve your skills, a list of useful books – use Facebook, YouTube, Instagram ads. This way you can attract new subscribers, make yourself known as an expert, and build trust with your existing audience.
• Guest posting. Find reputable sites in your field and offer to write an article on a specific topic to post on their blog. You can also consider sharing publications if you have a website to strengthen partnerships. Guest blogging helps build recognition and credibility and improve your reputation.
• Be active on social media. Like and comment on posts that are relevant to you to get the attention of your target audience. Make regular posts on your pages and respond to your followers. Maintaining social media is first and foremost about building a dialogue with other users. So in addition to regularly posting storis, it’s good to still find time and interact with your audience. And to avoid missing notes or comments, automate communication with the help of a chatbot.
• Follow trends in the market, monitor your competitors regularly, improve your skills, and keep a close eye on what’s happening in your field. This way you can always promote your personal brand and remain interesting to your target audience.

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And, of course, the personal brand should be promoted offline: speeches, books, participation in conferences. Not the least role in the development of a personal brand plays and word of mouth, be active and they will talk about you.

Tell us what’s useful.
No matter how popular you are in certain circles, there will always be those who do not know what you do. Introduce yourself briefly and clearly. This goes for offline events as well as social media. And on social networks, periodically remind them of how you can be of service to your subscribers. It is worth doing this regularly, firstly, you get new followers, secondly, not every post is seen even by your biggest fans, and thirdly, perhaps your range of services changes.

Profile description
For example, the first line in your instagram profile description is searchable. Anything you write in the Name column will participate in search queries. This is free advertising for your personal brand. Another idea on how to promote your personal brand on instagram! But you don’t have to get too worked up about it – the main thing is to name your profile in human terms, not for search engines.

If you go into an instagram search and type in a word, you’ll see in the results those profiles that contain that word in the first line.

Think about how your target clients will look for you. Specify a particular specialty or niche. What is needed here is not creativity, but a very clear description. This field is limited to 30 characters. And you can change it as much as you want.

On YouTube, it’s important to take care of the name of the channel and its cover. On Facebook, use the opportunity to add a post and links to your website and social networks, you can use the cover to talk about the actual project.

Be visible.
Show up online regularly: storis, live streams, regular posts and videos. If you disappear, you probably won’t be missed, but quickly forgotten – that’s the reality of social media.

Promote useful content.
Competition in social networks is high and if you want to reach a new level – to gain more subscribers and expand your target audience, you will have to run a paid advertising and engage in interpairing.

To do this, you have to prepare talking points about your personal brand – who you are, what you do, what you write about, what you live and do. And then test them on advertising and crosspatching. To do this, you need to find profiles with similar audiences, but not competitors, but partners from a related field. Agree that you will talk about him in posts or posts, and he about you. This is an effective and free promotion method.

Feel free to write to bloggers who have slightly more subscribers than you do. Beginning bloggers actively agree to mutual promotion, because it benefits both sides. And if you want a really popular person to write about you, be prepared to pay for advertising. Only practice will show whether it will pay off or not.

Keep in a dialogue
Reply to comments and inquiries in direct mail
Show that you care about communication with each of your readers, address them by name if possible.

Run polls in your posts and storizas
In this way, you show your audience that you care about their opinions. And you can get to know them better, it will come in handy for creating both content and your products.

Go offline.
Give your expert opinion where it’s relevant – that way you can attract even more subscribers. Just be careful that communication on a professional topic doesn’t turn into intrusive advertising or unsolicited advice.

You can choose a suitable event and become a speaker in a panel discussion, a speaker at a conference, a participant in a networking event, or hold an offline event for your clients or subscribers. You’ve probably noticed how popular meetings with bloggers have become. It costs nothing to invite your subscribers to a general meeting in a cozy coffee shop.

At such an informal event, you can answer all your questions, get to know your subscribers, and show that you’re willing to give them your time. Even those who can’t attend will note the fact that you are closer to the people than some bloggers, and that will work for your image. At the same time you’ll be able to take pictures for your posts!

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When building a personal brand, the first thing to remember is that reputation is very important. This applies to activities in real life as well as personal pages in social networks. Today, it is enough to repost questionable news or mark your presence in inappropriate content publishers for you to be criticized. The reputation of a successful personal brand can be undermined even by sloppy and ill-considered words.

Remember that whatever you do, be honest. It’s an axiom. As soon as acquaintances or just followers catch you in a lie, the personal brand is over. There are no exceptions to this rule. And, as with the previous point, we’re talking about both offline and online. And don’t forget how important the emotional appeal of you as a brand is. Let your thoughts, words and actions play into the empathy of those around you. Try to make your professional performance and your personality inspire admiration, respect and reliability in others.

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• The use of advertising campaigns within the media. In this case, it is the positioning of the organization in the press, on television, on the radio (may be interesting – types of outdoor advertising and ways of its application).
• The use of promotion through the Internet. Companies create official sites, forums, use social networks, portals. Here you can find the latest news about economy, learn new knowledge and business skills, advertise your products, tell about your company and also publish an article with the link to your company.
• Forming a marketing policy is another effective way. Its application takes into account the creation of rational pricing, the formation of a set of promotions.
• Taking part in seminars, exhibitions, profile presentations and so on.
• Sponsorship, in order to maintain the reputation of the brand, the hosts of large organizations engage in charity events and become sponsors.

Thus, the promotion of the company’s brand is not an easy task, requiring from the organization to maximize its efforts and make certain decisions. Choosing the best way to promote, coupled with persistence and adherence to goals, will achieve optimal results.

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• Professionalism. This is the starting point of a personal brand. To declare yourself as an expert in a certain field, you need to provide proof. To do this, it is not enough to list your place of work on Facebook, even if it is one of the largest companies in the world, or to write an inspiring “About Me” section. You need to demonstrate your achievements and experience through cases, testimonials, participation in projects, media articles and other social proof.
• Recognition. The component that confirms the uniqueness of the person, as well as his/her ability to set trends, influence those around him/her, and the field as a whole. Recognition can be expressed in different ways, such as the number of subscribers in social networks, participation in significant events, interaction with reputable companies and personalities. However, the essence of recognition is always the same – a person is known in certain circles and considered a professional.
• Reputation. The link without which a personal brand cannot exist. A good reputation strengthens a positive opinion about a person, influences recognition, confirms professionalism and contributes to his popularization.

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Next, answer the second question, “Who am I?” Imagine stepping into an elevator with Jeff Bezos, the founder of Amazon, the world’s largest retail platform. You only have a couple of minutes to get to know him and perhaps arrange a meeting that will change the future. What can you say about yourself to interest and not seem pushy? Yes, this is a difficult task that can take more than an hour of your time, but preparing such a brief self-presentation (in English elevator pitch) will clearly articulate the essence of your activities and your competitive advantages.

Now, it’s time to determine the target audience, because it is the audience that you will address through your photos, articles, publications in social networks, videos.
Moreover, you need to analyze the market and evaluate your competitors to understand where you are now, what your strengths and weaknesses are, and where you want to go. This will help you better understand what your uniqueness is and how best to communicate it to others. At this point, it’s a good idea to go back to the elevator pitch to analyze any mistakes and correct them. When the preparatory stage is over, move on to building your personal brand strategy. Follow the recommendations below.

Formulate your positioning. Think thoroughly about the image you want to form in the minds of your target audience. It should be unique and memorable. The main thing in describing yourself avoid phrases like “specialist №1”, “a professional with years of experience,” “qualified master. Such words do not carry any meaning and will not help you stand out from your competitors.
Prepare a reputation management strategy. Think about how to win the attention and location of the target audience, to emphasize the merits and convey their philosophy. Perhaps to promote your personal brand you will need to participate in some events, hold socially significant actions, highlight serious problems in your field of activity. It is also important to consider risk factors for reputation management. These might include other experts’ opinions, compromising photos or videos, participation in events, etc.
Consider your communication style. This will depend on who your target audience is and your positioning. To make your style recognizable, you need to make it the same in all communication channels. Think about what it will be: formal, informal, neutral.
Choose your communication channels. Do your research and find out where your target audience spends more time. Also analyze and assess your capabilities, because if you decide to run five channels at the same time, you will most likely need an assistant. Moreover, there are different conditions for promotion on each of the platforms. It is better to start with one or two communication channels and connect the others gradually, especially if you will do all the work yourself now.
Think about the design and format of the content. Prepare texts and visual materials according to the requirements of the selected communication channels. Prepare an SMM strategy for each of them. Visual design plays a huge role in building recognition. Think about what you will show and in what light. Remember, meet the clothes and seeing off the mind only in the case of a personal meeting. Those who get to know you in absentia will evaluate and criticize everything they see and read, including the design of posts, editing video and sound, clothing.
It’s best to prepare yourself for criticism in advance. Don’t react instantly with negativity to negativity. Think carefully about your decisions and weigh every word. Always put your reputation and credibility in the first place.

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