2008 标志设计趋势（英文版）.doc

Trend-watching, until recently, has largely been an exercise in watching connections form between direct associations. Photoshop releases a new filter, and voila - entire raft of logos take on that effect. A particular illustration style is featured in a successful advertising campaign or movie, and in what seems like minutes, the flavor of that art starts to enhance corporate identities. Periodically, something truly surprising and unexpected pops up. Finding those little treasures are one of the great perks of categorizing 27,000 logos, as LogoLounge and a talented panel of judges just did in preparation for our fourth book. But theres always that natural undercurrent of influence that touches this design and that, a drift of scent, a faint change in air temperature. Its there, but almost not. This year, however, it seems as though there has been a change in the nature of trends themselves. Instead of a hub-to-spoke relationship in which trends fan out from a central source, prevailing tendencies in logo design now seem to send out long underground runners that poke through the dirt in unrelated, unexpected places, anywhere in the world. Its harder and harder to trace the rhizomatous spread of ideas anymore - which truly is a good thing. What follows are 15 trends that have indeed popped up all over the world. Overcasting them all are prevailing winds that are worth noting first:?We saw less emphasis on sustainability or general greenness in logo design. Theres plenty of natural imagery, but being green doesnt seem all that unique anymore. ? Colors are becoming more vivid. Desaturation has drained away, and the chroma factor pumped up.? Theres an overall move toward cleanliness - in type, in line, in color - as if ideas are getting more and more succinct. It may be an indication of the degree of seriousness with which branding is now regarded. ? Less is more common: less calligraphy, less Photoshop tricks, less artificial highlights.? Found pattern and il