If you trace the history of most logo designs, you’ll see that the aesthetics have changed over time. Initially, colorful images and intricate patterns were the dominant faces of the brand, until they were gradually replaced by 3D patterns. And by the turn of the century up to now, most brands have opted for flat designs.
Although there are so many aesthetics of logo designs, two emerge as the leading options for most brands: 2D or flat image and 3D.
2D or 3D Logos – Which one to choose?
A flat image is essentially a design that has zero layers, shadows, and contrasts. It looks simple and flat without depth.
3D, on the other hand, is a new concept. Popularized by modern design studios, 3D designs capitalize on additional dimensions, sides, and faces.
Image Source: pexels.com
For a long time, most brands we’re obsessing over 3D images. Everyone, from AT&T to Apple, saw the value of shadows and layers. They redesigned their long flat typographies, logos, and icons with 3D renderings. Since these companies form part of tech booms, a 3D design was a good choice. It was a sign of advanced design technologies. The 3D look was an evolution from a simple image to something much more complicated. It demonstrates that typefaces and icons can be clearer, crispier, and closer to real life, something that most graphic designers at that time aspired for.
But at the turn of the mid-20th century, 3D designs lost their hype. Simplicity was favoured over intricacy. Big business names, then, like Google and Apple, tone down their logos. They shaved off the shadows and opted for a flat image. Other enterprises followed. Tons of businesses re-branded their main picture — from Spotify to Xbox and, just recently, Instagram and Netflix.
Image Source: pexels.com
However, even when most known companies decided a flat image design would be the best option, the 3d logo design did not lose its place. You can still see 3D logos among mobile games, interior designs, banks, firms, and other developing industries.
In fact, some brands did the opposite. They had flat images first but then later rebranded into a 3D-driven design.
For instance, Mercedes Benz used to have 2D typefaces and icons. Until just recently, when they updated their flat gray icon into almost the same picture but with shadows and contrast, essentially creating almost a 3D-like picture.
Image Source: pexels.com
The same goes for Lamborghini. It used to have a flat image, but the latest one shows a detailed pattern, skeuomorphic of the actual one you’ll see on their cars.
There is no right or wrong when it comes to logos. Every designer should know that principal rule. However, it will not hurt to research the industry you’re in to see the kind of aesthetics that are effective. Also, it pays to know the advantages and disadvantages of different design options.
So if you’re just starting on your business journey, you might end up with a dilemma: what kind of logo aesthetics to go for? Do you choose a flat image or a 3D? Which one will bring the most customers and the highest return on investment?
To see how different options play out, we need to understand the benefits of each decision. And understand why some businesses love or hate this design option.
But first, we need to understand that 2d and 3d options are not the only image aesthetic of a logo design. There are a lot more. There’s line art, gradient, holographic, emblems, and many others. Flat images and 3D are just some of the major designs which you can also customize and edit to your own liking.
Now, let’s get to the heart of the argument:
Advantages and disadvantages of a flat image:
When it comes to the perspective of consumers, flat images are simple and easier to grasp. Because they don’t contain too many details and layers, they can communicate the message clearly and quickly.
However, not all flat images are this simple. If you add too many design features, even if it’s a flat design, it might still be too complicated for the average audience. This means, although flat images feature simple aspects, there’s still a chance they might be overdone.
Image Source: pexels.com
Another benefit of flat images is with regards to the ease of printing. You can easily print this type of logo without losing its quality — regardless of the size of the material just like billboards or flyers.
Flat logos also usually feature simple typefaces and colors. If you’re the kind of business that capitalizes on readability rather than symbolism, then a flat image can be your best bet. And since it features simple dimensions, there’s no added contrast and layers. Hence the colors would be reduced to two or three options.
Overall, the flat designs characterize modern, minimal, and simple features perfect for all or most types of businesses. Not to mention, it is a lot easier to create because 3D designs require advanced design software and complicated buttons. Flat designs are for those with less budget and constricted time but want the most impact and usability.
Advantages and Disadvantages of 3D images
3D is a product of modern design tools. That’s why whenever we see 3D logo designs in businesses, we might assume that that brand is new or they offer futuristic services or products. But that is just an assumption. Lots of antiquated brands revamped their brand aesthetics, and some opted for a 3d logo.
Image Source: pexels.com
While a flat image defines a simple look, the 3d-based logo offers several layers. With proper shadowing and contrast, it appears that it does look real and actual. That’s why most logo designs look skeuomorphic — the idea that the image is the perfect or almost perfect representation of their real-life thing.
3D is as beautiful and attention-grabbing as flat designs, but since they have several features, they pop off and stand out more. Another reason is that they tend to be more unique than most flat logos.
However, just like with any aesthetics, you can overdo or underdo a 3D logo. Without proper research and lacking of design skills, a 3D logo might come off as complicated, leaving some people perplexed about the product or service you offer. Or they could be underwhelming that a flat logo might have just been perfect instead.
3D logos are the aesthetics of choice for most film studios like Universal Studios, Dreamworks, Metro Goldwyn Mayer, 20th Century, Pixar, and Columbia Pictures. Even car manufacturing, banks, engineering, and architecture firms are obsessed with 3D branding. And, of course, not surprisingly, design companies like graphic design agencies, designer portfolios, and more!
Final Thoughts
So the answer to whether 2D or 3D will work for you is it depends. Generally, 2D designs are what’s most common. It’s also cheaper to create. So if you have a limited budget, this is the best option for you. However, if you want to showcase your creativity and proficiency in filmmaking, design software, CAD, and where creative tools run the game, a 3D logo might be a perfect decision.
But do note that you can choose whichever suits your budget, time, clients, customers, and stakeholders, environment, industry, and personal inclinations. In the end, the best logo is still the logo that underwent proper research. It’s the kind of logo that understands the market, the business, and the audience well.
Flat design has been inspired by bauhaus, modernism, and swiss style
https://de.squarespace.com/press-coverage/2012/12/11/the-flat-design-aesthetic-a-discussion
You are now equipped with all the advantages and disadvantages of using as flat 2D image, or stepping into the 3rd dimension and going for a more realistic looking logo. The question is which one will you choose? If you need more information to help you make a decision, please check the articles below
About The Author
Cheenee Jean Ronquillo has been writing since high school. A background in journalism marked a career in reporting and freelance writing. She has written several articles on marketing, technology, and small businesses. Outside work, Cheen reads a lot and hoards well-written pieces for inspiration. And she sings and plays computer games too.
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