1980s: Postmodernism and Abundance
Characteristics:
Bright neon colors, cluttered patterns, geometric shapes and 3D elements. The design was strongly influenced by pop culture, the Memphis design style and the onset of commercialization.
Examples:
MTV VMA branding, posters with surreal compositions, sports logos with eye-catching shapes.
Influence on events:
Logos became more colorful and eye-catching, e.g. at the 1984 Olympic Games in Los Angeles, which relied heavily on sponsorship and visual presence.
1990s: Minimalism and Digital Turnaround
Characteristics:
Return to minimalist designs, focus on clean lines, vector graphics and early computer-generated designs. The rise of the internet had a significant influence on design.
Examples:
Introduction of software such as Adobe Photoshop and Illustrator, simple websites with static designs.
Influence on events:
Logos became simpler and cross-media applicable to work equally well in print and digital media. Examples include the simple designs of the FIFA World Cup and the increasing digital representation of COP logos.
2000s: Globalization and Brand Identity
Characteristics:
Consistent branding becomes more important, designs become more flexible to adapt to global markets. Sustainability and user-friendliness come to the fore.
Examples:
Flat design begins to establish itself, first adaptive logos, unified brand identities.
Influence on events:
Global events such as the Olympic Games or the FIFA World Cup began to rely on uniform visual identities in order to create strong brand loyalty. Sustainability became a significant topic, especially at climate conferences.
2010s: Flat Design and Digital Mobility
Characteristics:
Flat design becomes the standard, with simple, clear shapes, without shading or 3D effects. Designs become responsive and mobile-optimized.
Examples:
Google Material Design, logos that can adapt to different media (responsive logos).
Influence on events:
Designs were thought digital-first, flexible for social media and mobile devices. Examples are the variable logos of the Olympic Games or interactive displays at the World Expos.
2020s: Sustainability, Diversity and Dynamism
Characteristics:
Focus on sustainability, diversity, wokeness and emotionally appealing designs. Organic shapes, natural colors and variable typography characterize the image.
Examples:
Logos that adapt dynamically (e.g. animated logos), include everyone and focus on community.
Influence on events:
Events such as the COP climate conferences and World Expos integrate environmental awareness or its visualisation directly into their visual identity. Modern logos reflect global diversity and flexibility. Formerly expressive logos are becoming calmer, more generic (MTV VMAs).
Summary as timeline topics:
1980s: Postmodernism and Abundance
garish, eye-catching, geometric
1990s: Minimalism and Digital Pioneering Work
clear lines, vector graphics
2000s: Brand Identity and Globalization
uniform branding, sustainability
2010s: Flat Design and Digital Mobility
minimalist, responsive, flexible
2020s: Sustainability and Diversity
organic, dynamic, inclusive
