BY BILL GARDNER
When gauging the relative merits of the 35,000-plus logos that have
been submitted from all over the world to the LogoLounge.com site in
the past 18 months, it would have been supremely helpful to have
some sort of magical scanner-like device that could objectively compare,
classify, and quantify the success of each design. But likely
such a device could only spot the obvious visual trends.
For example, some directions in design are driven by certain tools.
Illustrator's Swirl and Pucker tools as well as Scriptographer would
emerge as likely suspects this past year. Also, that design can be
heavily influenced by current events would become evident quickly:
Witness the enormous crop of O-shaped logos inspired by the 2009
U.S. Presidential elections that have emerged in the last year.
But it's only the human eye—combined with the eight-year track that
this LogoLounge Trends Report has now blazed—that could reveal
actual movement. Here's what I discovered after reviewing the thousands
of submissions: Transparency in logo design has become a
bona fide design tool, like type or color, not a trend. It's too ubiquitous
anymore to be considered a direction: It just is.