Visual Identity
This year's logo trends represent a pendulum shift that's swinging from clean, modern aesthetics toward curvy, retro designs.
The folks at Logo Lounge ("the world's largest logo search engine") have released their annual survey of logo trends. “Any time we look at trends, we tend to see that there is a pendulum that is swinging. For instance, it's not uncommon to see an evolution from a flat logo to something dimensional or vice versa. But over the last three years in particular, from a typography standpoint, we've seen a transition toward very austere sans serif logos. Google flipped from a serif font to a sans serif, and other major brands like Verizon, Calvin Klein, and Century 21 did the same.” 


This year, it seems, brands are turning the other way, from the cool mid-century minimalism of the 50s and 60s, back toward the warm and comfy look more commonly associated with the war years. "When everyone moves to this level of simplicity, designers counter it with some embellishment. Very expressive logos are making a comeback, which is a direct result of nostalgia or reboots," says writer Bill Gardner. 
Article: 2018 Logo Trends