In this video, learn how to develop the trend report in detail, including the process that reduces 30,000 logos down to the 15 trends reported each year.
- Here's a little insight that will help to build credence for how this report's created and to show the breadth of our efforts regarding the trends we identify. Allow me also to say that we call this a report because we are reporting on the activity of the identity design industry. This is not a collection of what Bill likes, but of the best thinking of fellow designers and where we see it evolving. Utilizing logolounge.com is the foundation of these reports, now in their 16th year. We, no, I personally (laughs) review every single logo submitted since the last report. This year, that was just over 30,000 logos from the highly searchable database of over 30,000 logos submitted daily by our thousands of members in more than a hundred countries around the world. Feel free to log on and join us. One at a time, I pull from the collection logos that have some special element that captures my eye or that I feel like have a nuance of freshness or interest to include in the process. When I start seeing repetitions of these same effects, I usually make note of them, and shown here on my doodles and scratching. Ultimately, I take everything I've pulled out, along with the logos gathered from the very same process, looking at recent branding for major clients internationally. For this report, that pool was an overwhelming 2,400 logos that I sort out into these blocks. I scan through these blocks and pull out a single logo and then launch into a search for other logos with a similar affinity or trait. I pull these into what I call clusters and give them a name to help recall why I thought they belong together. After a week of concentrating and winnowing these down, I may have upwards of 150 or so contenders. We are so fortunate to have tremendous connections with a pool of other trusted designers around the world. I share these to get their input on which trends they suspect will have the greatest impact on where our design is evolving. Those insights work us down to the 15 that we share here and on the site and in published reports. You are fortunate that this course provides much deeper insights on the impact of these trends and shows a greater variety of examples than you'll be able to find in any other place. My last words before opening to the trends is this: these are gathered to help move our profession forward. Simply repeating what you see in this report leaves everyone parked in the status quo. I know that you will be inspired and illuminated by these, but more importantly, my hope is that you'll find a way to evolve these trends by pushing them forward. That said, submit your own designs to LogoLounge, and maybe in the next report we'll be talking about you.
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