Yes, no and WOW

Yes, no and WOW

Keeping Milton Glasner’s responses to a piece of design in mind, our creative director Neil Smeaton talks about what trends are on his list for 2018. The main things to keep in mind? Simplicity. Last year saw more and more brands focusing on typography and geometry with everything from linked shapes to endless loops.

Brands with legacy logos such as Mastercard and American Airlines began to pare down and they weren’t the only ones. Agencies have been getting in on the action too with simplified branding that is approachable, easy-to-navigate and above all digital.

There’s a new commitment to mobile interfaces and with it the challenge of designing big for a space that’s roughly 5.5 inches.

Here are three ways to embrace the challenge…

Cropped Typography

Just because you can’t see it, doesn’t mean it’s not there. After last year’s love of negative space, cropped typography has stepped up as the next big thing. The trend plays with textures, contrast and movement. It’s the kind of work that, in addition to being visually stunning, goes beyond the brand into the territory of imagery you might like to hang on your wall. It bucks the norm with vertically stacked letters that don’t follow the rules.



If colour and typography had a lovechild, this would be it. The trend plays with decidedly bold colours, double exposures and eye-catching text. While most brands keep it simple with round sans-serif fonts in traditional layouts, it’s easy to incorporate letterforms, drop caps and negative space. And while you might not want to hear it, it’s also a place where the gradient is making a comeback in a big way.

Where you’ll see it: Spotify, Sky


Taking Duotone one step further is the glitch. Earmarked by Shutterstock as one of the top trends of 2017, it’s a trend that plays with geometry, colour and texture whilst also honing in on a recent nostalgia for all things analogue. Although it’s having a big moment on the small screen just now, it’s equally relevant across print and fashion where it’s creating a sense of balanced disruption.

Where you’ll see it: Black Mirror, Electric Dreams, House of Cards, Adidas.

(Picture: Channel 4)