Learn how a trend report is developed.
- Imagine that you, as a designer, had the ability to magically keep an eye on all the identity work being created around the world in real time. Like a dedicated screen streaming freshly-minted logos from great designers so you had a sense of what has relevance, and, better yet, what doesn't. And, if you can get your own design done too, that tool might just make you one of the most informed and sought after designers today. It's just that tool that I've been fortunate to identify. Over the last decade and a half, I've been responsible for the creation for the annual logo trend report.
It's a report that roots out the newest tendencies and trends of the logo design industry, and explains not only why we think they developed, but where we think they're going. Why consumers and clients alike literally buy into them. Years ago, when we created logolounge.com for logo designers to share their works, both selected, and unselected, we were asked by a publication to create our first report. Our members used the site to reference and research the work of others. With more than a quarter of a million logos uploaded to the site by our members, I personally look at every one of them.
To develop a report, I may evaluate 20 to 25,000 logos a year. One at a time, I'll pull the marks out that have that certain something that I've not seen time and time again. That fresh nuance that allows a mark to stand out from others, and by the time we're done, it's not improbable to have a couple of thousand marks. After spreading them out on my screen, I proceed to play the world's largest version of match game. I'll pull out a logo, and scan across the grid of other logos on the page, looking for any other logos with similarities, and it doesn't take long before I have a page filled with 50 or 60 clusters of marks that start to really stand alone from what we've seen before.
With these groups of contenders identified, we name and share the trends with a select group of other designers for their input. Sometimes they'll suggest additional ideas, or help us refine the list of possibilities down to those 15 trends they think may have the greatest impact or relevance. You can look for those reports as part of this library, or reference back to all past reports on the Logo Lounge website. Each report explains the trends, and identifies where it came from, and suggests how you, as a designer, can use that trend to evolve your own design of a fresh path to start that next, entirely new, iteration.
- The evolution of logo trends
- Examining the monoline trend
- Crests and geodimensional objects
- Examining the transparency trend
- Overlapping objects
- Geometric dimensional
- Real life dimensional
- Putting trend spotting into practice
- Predicting trends