Creating the perfect logo is an important part of building a brand. After all, a company’s “visual identity is the first thing you see,” says Carly Schulman, an editorial intern with ASI Media with a background in design. In this episode of Promo Insiders, Schulman chats with Executive Editor Theresa Hegel about some of the biggest trends in logo design right now. She also shares her view on which promotional products are hot on college campuses and why.

Schulman, a senior at Northwestern University who has also worked as a designer and general manager for apparel decorator Campus Ink, says hoodies are king in the chilly climes of Greater Chicago. In addition to hoodies advertising the school itself, just about every organization on campus will order their own custom hoodies to build engagement. Beyond apparel, however, silicone phone wallets are a popular giveaway. And students, Schulman says, will use those wallets for months on end – getting a positive brand impression every time they pick up their phone.

When it comes to design, one of the biggest trends this year are multidimensional logos “that can exist in a 3-D space,” Schulman says, attributing the trend to the rise of the metaverse and virtual and augmented reality. Other trends include streamlined logos, with bold colors and elements and icons that provide a unified visual identity outside of the logo itself.

It’s crucial to remember, however, that just because a certain logo trend is hot doesn’t mean it will work for your company or your clients. You have to think about the story your brand is trying to tell and the emotions you want to convey with your logo and visual branding. “When you’re going into a rebrand, it’s really important to start with a lot of intentionality,” Schulman says.