The 2010s were a decade of significant global events and technological advances. This era saw the rise of mobile design, with smartphones becoming ubiquitous and social media platforms like Instagram shaping how people interact with the world. Amid this digital revolution, logo design trends also changed significantly.
In the 2010s, brands adapted to rapid information sharing and the growing importance of digital platforms. This shift emphasized clarity, simplicity, and quick recognition. Logos became more minimalist, shifting toward flat design. This trend was characterized by simpler typography, monochrome graphics, and a preference for fewer but more expressive colors.
Logos from this decade were designed to be easily recognizable on small screens and in fast-scrolling digital channels. Designers and industry experts noted this shift: many favored logos that could cut through the online noise and make a lasting impression. These logos were not just branding tools; they also symbolized how brands are adapting to an increasingly connected, digital world, reflecting changing ways consumers interact with technology and information.
Starbucks
In 2011, Starbucks took a bold step, removing the wordmark, stars, and outer ring and focusing solely on the siren. This change followed a trend among successful, culturally relevant companies to simplify their logos for universal appeal and a global audience. The siren, associated with Starbucks since its founding in 1971, was refined and made more symmetrical, symbolizing coffee’s appeal, as original designer Terry Heckler described.
Created in collaboration with Lippincott, this streamlined logo reflected Starbucks’ evolution and its willingness to venture beyond coffee. Howard Schultz, the company’s CEO at the time, emphasized this strategic shift, saying it gave the company more freedom and flexibility.
The trend toward minimalist logos was not unique to Starbucks. Other major brands, such as McDonald’s and Twitter, have also adopted this approach, reducing their logos to basic elements. McDonald’s focused on the golden arch, while Twitter refined its logo into a bird in 2012. This shift was seen as a reaction to the previous decade’s trend, in which logos used complex digital technologies at the risk of quickly becoming obsolete.
The rise of smartphones and the internet played a major role in this change. As brand awareness grew, markets became increasingly saturated, forcing established companies to adapt their branding to stay competitive. The “less words, more brand” era marked a shift to simplicity, emphasizing the power of iconic imagery in a rapidly changing digital landscape.
Bog Eyed Books
Bog Eyed Books’ logo, for a platform specializing in British children’s comics, shows how a name can inspire design. Created in 2017 by the agency Baxter & Bailey, the logo captures the platform’s essence and targets its core audience: children who love comics.
The logo’s playful nature fits perfectly with the whimsical, fantasy world of children’s comics. The logo design process shows that sometimes the simplest ideas are the most effective. The name “Bog Eyed Books” alone gave the logo a clear direction and led to a design that seemed to emerge on its own.
David Airy, a renowned logo designer and author, singles out the Bog Eyed Books logo as one of the decade’s best designs. He notes that often the most obvious logo ideas are easily overlooked, yet they can lead to the most appropriate and memorable designs. This logo shows how simplicity, paired with a touch of playfulness, can convey the brand spirit and resonate with the target audience.
Stedelijk Museum
In 2012, the Stedelijk Museum unveiled a new logo, a striking 2010s design by Amsterdam-based studio Mevis & Van Deursen. The logo is a striking example of modernist design, originally forming the letter “S” from the museum’s full name. This approach is innovative and meaningful, as it directly reflects the museum’s identity.
Graphic designer Jens Müller, known for “The Beginning of the Logo,” “Logo Modernism,” and “History of Graphic Design,” admires the logo for its simplicity and creative execution. The logo was part of a broader corporate identity refresh, continuing the iconic Dutch museum’s long tradition of exceptional design.
The typographic logo is versatile, working as large-format signage on the museum façade and in smaller applications such as posters and digital media. Its appearance was timed to coincide with the museum’s reopening after a nine-year renovation, symbolizing a new era for the institution. The redesign coincided with the museum’s reopening to the public and the showcase of its significant contemporary art collection, including works by Picasso and Matisse. The Stedelijk Museum logo shows how graphic design can embody a cultural institution’s heritage and future aspirations.
Nottingham Jazz
Designed in 2011 by Dave Burden of Glad Creative, the Nottingham Jazz logo combines creativity with thematic relevance. It stands out in an era dominated by simple geometric shapes, thanks to intricate craftsmanship and witty execution. The logo depicts the bass player as an archer, a creative nod to the band’s Nottingham roots, home of Robin Hood and his merry band.
During the design process, Burden himself posed as the archer, and the team skillfully integrated this with an image of a double bass. This representation ties in with the band’s musical focus and cleverly incorporates an important element of Nottingham’s legendary folklore.
Senior graphic designer John Randall praises the logo for its conceptual genius and practical application. In print, the lettered bassist is depicted blowing an arrow that cleverly wraps around the back of the business card, highlighting the band member’s name and the title ‘Band Leader.’ This playful design adds a whimsical touch to the logo’s sophisticated aesthetic, making it memorable and eye-catching.
The green textured paper further enhances the logo’s appeal. This choice evokes nostalgia for the green tunic traditionally associated with Robin Hood and adds thematic depth. This logo is not just a symbol of a jazz band; it is a specially designed motif that captures the essence of Nottingham’s jazz scene and brings a smile to those who encounter it.
Airbnb
The Airbnb logo, designed in 2014, shows how a brand can communicate its core values and vision. Connor Edwards, Senior Designer, says the logo captures the essence of Airbnb’s service, offering travelers warmth, personality, and a local perspective. The design transcends language and cultural barriers, making it universally recognizable and aligning with Airbnb’s goal of fostering a sense of belonging among its users worldwide.
Christine Lium, head of creative concepts and communications at the agency, also praises the logo for unifying the company’s values, service, and vision into one cohesive symbol. The logo’s strength lies in its clear wording and consistent expression, successfully avoiding trend-sensitive elements.
Airbnb, founded in 2008, originally used bright blue and pink bubble fonts for its original name, Airbed & Breakfast. A 2014 redesign introduced a new logo and name in a salmon-orange color known as “rauch.” The logo, shaped like a rounded “A,” represents several aspects of Airbnb’s ethos: a head with arms symbolizing people; a pin denoting a place; and an upside-down heart symbolizing love.
Edwards emphasizes the importance of a clear rationale for the logo, especially during the launch phase. The new logo and broader brand description marked a significant shift in Airbnb’s evolution, turning the new concept into an exciting and legitimate option for travelers. It helped position Airbnb as a company that continues to grow rapidly. More than just a symbol, the Airbnb logo is a lesson in thoughtful design and strategic branding.
City of Melbourne
The City of Melbourne logo, created by design agency Landor and Fitch, is a great example of innovative logo design that remains relevant and fresh years after its creation in the 2010s. Lee Chandler, Creative Director at Sister Mary, considers it one of the best logos ever. The designers were challenged to create a unifying symbol for different organizations that appeals to a diverse audience while remaining adaptable for different purposes.
The logo is known for its extreme flexibility, and the many variations reflect Melbourne’s versatility. Although the logo has guidelines for its use, its design allows a wide range of creative interpretations. Chandler notes that the logo conveys Melbourne’s fun, vibrant, and diverse character through its geometric shapes and lively color palette.
The Melbourne logo is one of the earliest and most successful examples of flexible identity design, a trend that became widespread during that era. It challenged the traditional notion that a logo should be rigid and consistent, offering a dynamic design that could be endlessly reinterpreted while staying true to its original structure. This design is considered triumphant, embodying the city’s spirit and setting a precedent for modern logo design.
Instagram’s 2016 logo redesign, which moved from a retro camera icon to a neon gradient sunset symbol, sparked a flurry of responses online. The change reflects Instagram’s evolution from a simple photo-sharing app to a more comprehensive storytelling platform.
Dineisha Gross, a graphic designer at Ogilvy, vividly remembers how the logo changed when she was a design student. The transition from the app’s original brown-and-tan design with a blue border to a gradient design was bold and unexpected. She admired the new design, seeing it as a reflection of Instagram’s understanding of branding and the natural evolution of logos over time.
Gross appreciated how the new logo addresses different aspects, from how consumers use the product to the app’s potential for empowerment. In addition, the logo was designed to differentiate the brand from competitors. Despite the controversy surrounding Instagram’s ownership, creating and presenting a new logo to the world, especially on a platform heavily used for public expression, was meaningful.
The reaction to Instagram’s logo redesign mirrored the reaction to the “I Love NY” branding. Both logos were initially criticized but have since become enduring symbols in their respective fields, proving the lasting impact of thoughtful design decisions. After almost a decade, the Instagram logo remains a testament to branding’s power and the importance of evolving with the times.
Juventus
The famous Juventus soccer club from Turin, Italy, known as the I Bianconeri, or “black and white,” has a rich history dating back to 1897. The iconic black-and-white stripes have been part of their symbolism since 1903, inspired by Notts County’s team jerseys. Bill Walsgrove, a brand strategy consultant, notes that in 2014, the club’s logo featured a charging bull, a Turin symbol also used on the club’s early logos and shared with local rival Torino.
In 2017, Juventus unveiled a new crest, the result of a year-long design process led by club president Andrea Agnelli. The modern logo, designed by Interbrand, is a stylized black-and-white “J” shaped like a shield. The design had to be bold and colorful, yet versatile enough to match various new trends, both inside and outside the stadium.
The new logo’s launch was accompanied by a commercial featuring the slogan, “Life is a matter of black and white.” This minimalist, forward-looking design approach was appreciated for its simplicity and modernity. However, it drew mixed reactions from the club’s fans. Particularly ardent fans did not want to see their club as a brand and were unwilling to part with the old crest. The redesign reflects how soccer clubs are evolving into brands and the challenge of balancing heritage with modern branding requirements.