图片显示不全,建议到上面地址直接看,,
中文翻译请看这里
Logo Trends 2005
by Bill Gardner
LogoLounge.com’s Third Annual Visual Trends Report
The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath. But as we march toward LogoLounge.com’s fifth anniversary, we’ve discovered that trends have become something impossible — and maybe unwise — to ignore.
With 20,000 logos now on the website, and with the ability to watch the switches and sways of creativity as it reveals itself through a real-time compendium of identities all over the world, we have learned that noting trends is not so much like reporting history as it is considering what might be next. Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.
Think of them as confirmation that designers are excellent thermometers/barometers of human thinking the world-round. That there are corollaries should be no surprise. So we note trends with these caveats:
1. Are these trends on the way in or the way out? We do not presume to suggest one or the other.
Do trends tell you where to go or, conversely, where not to go? Again, that is for you to decide.
Consider the following 15 trends. Visit LogoLounge.com where you can review trends from the past several years; in real-time, post logo design work; study the work of others; search the database by designer’s name, client type and other attributes; learn from articles and news written expressly for and about logo designers; and much more. (Also, Books I and II are on bookstore shelves; possible submissions for Book III are being accepted now. Go to LogoLounge.com for more information.)
Discover new directions. But remember: With any trend, it is better to realize how you arrived than to know you have arrived.
folly stars
The star has always been a foundation stone of logo design, rife with symbology that varies from jingoistic federalism to quality and celestial guidance. No less important today, the star has literally taken on a life of its own as it starts to shed its strict geometry for arms and legs and wings. The shape has had a transfusion of personality and imperfection, so that it now rivals any human. This generation is much more approachable, while maintaining the same symbolic pedigree of its ancestors.
amalgams
These assemblies of diverse elements may credit their throwback to Pierre Bernard’s logo for the Parcs Nationaux de France (French National Parks), a seminal mark based on a Fibonacci spiral crafted from the silhouettes of every piece of flora and fauna in the parks. Miles Newlyn, working with Wolff Olins, has managed to build an equally enchanting logo for Unilever. This trend bucks the notion of assembling everything known about an organization and boiling it down to a single image. Instead, the designer displays those ingredients so that every element is preserved and displayed in an arrangement that takes on an additional layer of meaning more replete than any individual component alone. The detail of these logos can become as addictive as a good puzzle or flavorful pasta sauce.
blow out
I still cheer every time I see a logo successfully chip away at the tenets of traditional logo design. This trend is one such rebel. It stands up and proclaims, “To hell with vectored edges!” This group is beautifully crafted. The shape is formed, but then a 5,000-watt krypton bulb blows out the mark’s critical edges. The nerve to build an implied aura in a flat world is rewarded when the design calls for it. Melbourne’s FutureBrand Australia could have captured a continent with a bounding kangaroo and sun, but they sealed the deal for adventurers and sun worshippers worldwide by welding a solar flare right into the viewers mind.
by Bill Gardner
LogoLounge.com’s Third Annual Visual Trends Report
The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath. But as we march toward LogoLounge.com’s fifth anniversary, we’ve discovered that trends have become something impossible — and maybe unwise — to ignore.
With 20,000 logos now on the website, and with the ability to watch the switches and sways of creativity as it reveals itself through a real-time compendium of identities all over the world, we have learned that noting trends is not so much like reporting history as it is considering what might be next. Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.
Think of them as confirmation that designers are excellent thermometers/barometers of human thinking the world-round. That there are corollaries should be no surprise. So we note trends with these caveats:
1. Are these trends on the way in or the way out? We do not presume to suggest one or the other.
Do trends tell you where to go or, conversely, where not to go? Again, that is for you to decide.
Consider the following 15 trends. Visit LogoLounge.com where you can review trends from the past several years; in real-time, post logo design work; study the work of others; search the database by designer’s name, client type and other attributes; learn from articles and news written expressly for and about logo designers; and much more. (Also, Books I and II are on bookstore shelves; possible submissions for Book III are being accepted now. Go to LogoLounge.com for more information.)
Discover new directions. But remember: With any trend, it is better to realize how you arrived than to know you have arrived.
folly stars
 |  |
Landor and Associates, La Caixa | Desgrippes Gobé, Travelocity |
 |  |
Landor and Associates, Apria Healthcare | Wages Design, Chick-fil-A University |
The star has always been a foundation stone of logo design, rife with symbology that varies from jingoistic federalism to quality and celestial guidance. No less important today, the star has literally taken on a life of its own as it starts to shed its strict geometry for arms and legs and wings. The shape has had a transfusion of personality and imperfection, so that it now rivals any human. This generation is much more approachable, while maintaining the same symbolic pedigree of its ancestors.
amalgams
 |  |
Wolff Olins/Miles Newlyn, Unilever | Chermayeff & Geismar, Inc., Tennessee Aquarium |
 |  |
Insight Design, Richard Lynn’s Shoe Market | MetaDesign, The Ocean Conservancy |
These assemblies of diverse elements may credit their throwback to Pierre Bernard’s logo for the Parcs Nationaux de France (French National Parks), a seminal mark based on a Fibonacci spiral crafted from the silhouettes of every piece of flora and fauna in the parks. Miles Newlyn, working with Wolff Olins, has managed to build an equally enchanting logo for Unilever. This trend bucks the notion of assembling everything known about an organization and boiling it down to a single image. Instead, the designer displays those ingredients so that every element is preserved and displayed in an arrangement that takes on an additional layer of meaning more replete than any individual component alone. The detail of these logos can become as addictive as a good puzzle or flavorful pasta sauce.
blow out
 |  |
FutureBrand Australia, Brand Australia | Gardner Design, Viziworx Enhanced Television |
 |  |
Cato Purnell Partners, Terry White Chemists | Creative Development Association, Third World Mission Association |
I still cheer every time I see a logo successfully chip away at the tenets of traditional logo design. This trend is one such rebel. It stands up and proclaims, “To hell with vectored edges!” This group is beautifully crafted. The shape is formed, but then a 5,000-watt krypton bulb blows out the mark’s critical edges. The nerve to build an implied aura in a flat world is rewarded when the design calls for it. Melbourne’s FutureBrand Australia could have captured a continent with a bounding kangaroo and sun, but they sealed the deal for adventurers and sun worshippers worldwide by welding a solar flare right into the viewers mind.