In the 2010s many brands return to simplicity by eliminating the effects of relief, reflections, shading the benefit of a solid color logo, said flat design.

The logos of the early 2000s gaining stylization and simplification … sometimes to the extreme. The geometric shapes and highly figurative disappear giving way to more rounded, like the fonts that will ignore capitals.
The values to pass are those of proximity, and human character of the organizations or company they represent. More bright and warm colors (yellow, orange, red) are more widely used, thus giving up the dynamism and modernity.