An introduction is made to the differences between repetition, pattern and rhythm and how they are used in logos to build anticipation of design. How repetitive line-work can be used on it's own to start to define a concept and why it engages the consumer. Additional examples are explored that push these concepts to a new level of execution.
- Here's a quick primmer on design terms that will help explain our next trend. The words are repetition, pattern, and rhythm. Now there's actually some gray areas here, but in general, repetition is repeating the same object at a common interval. Pattern is repeating multiple objects or designs in a recurring sequence. And finally, rhythm is a sequence of patterns repeated at regular intervals. In design, rhythm is a tremendous tool, because it helps the viewers anticipate when they see that there's a regular cadence occuring.
Like in music, people become comfortable with rhythm. It's that repetition of sounds, or visuals, either simple or complex, that allows us to forecast what's next. It's that repeated refrain of a song or the pattern in a textile that only requires partial consumption for you to complete the balance of the design. You probably already recognize the value of repetition, pattern, and rhythm, but now you'll no doubt start to recognize each of them more frequently in the design of others.
The use of what we're calling bars has started to make some real inroads in logo design. It's a perfect example of repetition, like what you see in the M/I City Collection or the 828 logo. So let's put this theory to work and see how well you forecast a logo using repetitious rhythm. Here's a red and blue line, followed by another, and then another, and you see what's coming? You probably already guessed this is an American flag.
So, you know that the next few lines will be completely red, and since you know there are seven red stripes on this flag, you also could tell when the design would stop. Look at this logo for the cyber security industry by Jerry Granger. It's built entirely from a single weight of line with equal spacing between, and as simple as this is, I immediately knew it was a lion. The use of these repetitive bars allows you to build a transparent surface that helps the logo integrate with the page.
The precision of spacing and line width indicates an attention to detail and consistency that implies the same will be found in the organization the mark represents. Take a minute and imagine how you can expand on what you've just seen. Here's three logos that create iterations using rhythm and repetition, but look at how they've pushed the boundaries. Bars become letters. Or start to flex to emphasize expansion.
The Lights In The Sky logo still uses the very same princple but the rhythmic lines graduate in thickness. The designer built intermittent breaks in the lines and now they bow to the curve of the earth. What a novel way to imagine looking at the heavens. And what a great way to push a concept forward to see where it can go.
Discover how logo trends get started and how they evolve. See how several, different designers were able to manifest a different successful solution using the same general concept behind a trend. You'll also learn where to look to find sparks for your next identity project that will allow you to launch into the vanguard of identifying trends before others.
- Detecting logo design trends
- Identifying marks and techniques to launch your next design
- Determining which elements captivate consumers
- Leveraging new ways to express dimension
- Shifting the use of shape and line to communicate strength