Logolounge是美国专业的logo资讯网站，每年都会对当下流行的logo设计潮流进行总结和点评。

直到最近，潮流观察还主要是观察一个公司的设计是如何影响另一个公司的。如今PS成了新型过滤器，结果所有的Logo都呈现出PS的效果。只要某一成功的广告或者电影包含了某种特别的图案风格，那么仿佛在一瞬间这种风格便会传播开来，成为提升公司形象的利器。

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.

每过一段时间总会涌现出一些让人眼前一亮的作品。当Logolounge的评审们为了我们的第四本书而给27000个Logo分类的时候，发掘这些 可遇而不可求的杰作也算是给他们的另一种回报吧。但总有一些涌动的暗流影响着设计的走向，仿佛一缕清香，抑或是气温的一丝变化，若即若离，你能感觉得到、 但又好像感觉不到它的存在。

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 there's always that natural undercurrent of influence that touches this design and that, a drift of scent, a faint change in air temperature. It's there, but almost not.

然而，今年的情况却大不相同，因为潮流本身的性质发生了变化。潮流不再是涟漪式地传播，从一个源头渐渐扩散到整个领域；相反，当今Logo设计的风 尚似乎源自那些默默无闻的无名小辈，他们不分地域，来自世界的各个角落。如今去探究设计理念这种盘根错节、无声无息的传播途径已经越来越难，而这也是一件 好事。

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. It's harder and harder to trace the rhizomatous spread of ideas anymore - which truly is a good thing.

接下来我们将展示15种来自世界各地的设计潮流。首先值得一提的是一些主流趋势：

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:

　　1. Logo设计师们不再一味强调可持续性或者笼统的“绿色”。依然有众多的自然图案，但“绿色”不再那么特别。

　　1.We saw less emphasis on sustainability or general "greenness" in logo design. There's plenty of natural imagery, but being "green" doesn't seem all that unique anymore.

　　2. 色彩越来越生动。不饱和理论退潮，取而代之的是色彩浓度。

　　2.Colors are becoming more vivid. Desaturation has drained away, and the chroma factor pumped up.

　　3. 总体风格趋向简洁—类型简洁、线条简洁、色彩简洁—就好像理念越来越简单明了。简洁可能已经成为衡量品牌意识强弱的尺度。

　　There's 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.

　　4. 越少越好：少一点美术字，少一点PS处理，少一点矫揉造作的雕琢。

　　Less is more common: less calligraphy, less Photoshop tricks, less artificial highlights.

　　5. 现有风格和图案将一直发挥用武之地。漫长的视觉历史积淀了丰富的素材，无论是个人收藏还是网络传播，这些素材都随时可以为人所用。

　　Found pattern and illustration hang on and on and on. With a bottomless treasure chest of visual history constantly at the ready through retail collections and over the internet, it's a direction that's not likely to run its course soon, if ever.

　　现在开始谈论潮流。请记住，这里的潮流记录的是Logo设计长期的演化和变迁，而并不是提出设计建议。它是一部活的历史，我们关键是要研究它，并在它的基础上不断演进，从而尽可能不受这些潮流的影响。

　　And now, the trends. Please remember that they are gathered here to chart long-term movement or change, not to offer design suggestions. It's a living history. The key is to study the trends, then evolve forward - as far forward as you can leap - from them.

1、超星体（Supernova）

想象一下天文学家们会怎样标记超新星或者一颗恒星的爆炸。多年来我们看到的一些标识都给我们留下了这样的印象—利用条纹或糊化来体现一种速度感。

Imagine what astrophysicists would label a supernova or the eruption and attendant explosion of a star. In a light show reminiscent of the jump to hyperdrive in the original Star Wars, these logos attack the challenge of motion head on. For years we've seen marks that have created the impression of motion from a profile perspective using streaks or blurs to signify speed.

These examples drive a field of elements toward or away from the viewer using a variety of methods. The LodgeNet logo (by Jerry Kuyper) advertises the company's in-room movie service by flying a picture at you with a smart explosive technique. This blast is simple in construction and void of halftone - particularly interesting considering the product is an online commodity that could easily have justified overboard solutions replete with RGB trickery.

1. Jerry Kuyper for LodgeNet 2. Gabi Toth for Halo Consulting 3. Crave Inc. for IQ Beverage Group 4. Mirko Ilic Corp. for Dr. Zoran Djindjic Fund

2、优美线条（Fine Line）

线条粗细的连贯性是决定Logo设计好坏的标准之一，因为它构成了作品的视觉节奏，并确保人们看到作品就一目了然。但在这里，忘记这条定律吧。用极细的线条开始作画。这一类Logo大部分包含两个层次—第一眼感知和第二眼感知。典型的情况是，厚重的形象包含第一层信息，并充当背景，而更深刻的第二层信息就建立在这一形象之上。
 
Consistency of line weight is one of the tenants of good logo design. It builds rhythm and ensures legibility at first glance. Forget this rule for this category. Turn your line weight down to hairline and start drawing. Most of these logos live on two levels: first glance, and then second glance, with reader glasses. Typically, a heavier image with message one serves as a background field. The more profound message two is generally encrypted over the top of or knocked out of the heavier image.

Fine strokes weights may read as no more than pattern initially, but they can also carry the dichotomy of a counter message. A variation on this is the use of linear art en masse to create enough weight to define a message as in the PULSE logo. This yin yang process tends to captivate the viewer and lends a sense of intelligence to a mark that doesn't require a hammer to impart a subtle message.

1. Louis Fili for The Mermaid Inn 2. Hula + Hula for Cartoon Network Lainamerica 3. Unit for Artists for Peace 4. Point Blank Collection for Pulse

3、折叠及叠影（FoldOver）

试想一下有人要求你仅仅用一长条纸设计一个Logo。这些准折纸风格的设计展现出一种立体感，似乎传递出一种灵巧、干练的信息。营造出这种风格的材质可以是透明胶片、金属以及纸张。

Imagine being asked to design a logo with a long strip of paper as your only tool. These quasi origami style solutions craft out a sense of dimensionality despite staying relatively flat. The material from which these are created range from (but are not limited to) transparent film, metal, and paper. There seems to be a message of cleverness and economy of stroke in many of these.

Sometimes the simplicity of the folds takes on additional meaning when the substrates demonstrate unique properties. Note how the opposite side of the material changes to a different color at every fold in the TURN logo. Or see how transparency enforces the visual overlap of material. In some ways, this technique creates a bit of a puzzle effect. It engages the viewer as it tempts them into tracing out the path of the mark or trying to determine if the folds could really occur as offered.

1. PMKFA for Yes King 2. Gardner Design for Liberty Capital 3. A3 Design for Urban Architectural Group 4. Addis Creson for Turn

4、扩张的球体（Global Expansion）

这一风格让人耳目一新，当时，凡是有国际业务的企业都会考虑用球体作为他们的Logo。所有这些标识都有一个固定模式—边缘渐渐缩小，然后弯曲包裹整个球体，象征着膨胀与扩张。

What a refreshing outlook this trend presents. Time was that any company involved in international commerce gave some passing consideration to a globe as their logo. It's a solution that has become terribly challenging to address with an original perspective. These logos at least have the honesty to step back and say, "Hey, we may not be fully global yet, but give us time." All of these marks rely on a centric pattern that diminishes at the edge and then warps out to wrap the sphere in symbolic expansion.

Cato Purnell Partner's diverse group of solutions for Dubai Airport succinctly communicates a key message. Commerce, travel, and tourism have made Dubai a true crossroad for international travelers, and this world-class logo has found a unique way to express the point. Using the Islamic sacred symbol of an octagram, or eight-pointed star, the logo starts to envelope the global sphere with its spreading tile mosaic. The dissemination of a culture is no accidental message in this mark.

1. Lippincott for XOHM 2. Cato Purnell Partners for Dubai International 3. Futurebrand BC&H for Transpiratininga 4. FIRON for Novatel

5、封闭的环形（Loops）

这组Logo似乎在强调一个封闭圈子内的循环，很显然，设计的灵感来自橡皮圈，但类似的带状物却并不是这一风格的全部。比如，标致307的那个环形Logo描绘出标致车的轮廓，但似乎又轻盈地悬停于空中，在表现出超现实主义特质的同时展示了该车某种无与伦比的技术优势。

Continuous bands, yes, but not all of these marks have that certain mojo of the Mobius strip. Moving away from the universal sign of infinity, this group of logos seems to celebrate the flow of a closed cycle. No doubt more than a few rubber bands were called into action for their modeling services, but a ribbon-like figure was not mandatory.

There is something personal about the lack of perfect symmetry displayed here. The flexible nature of these logos signifies the ability to transform to meet the needs of the moment. Some appear to be snapshots of motion captured in a millisecond, of an object tense with energy.

The Peugeot 307 loop reflects the profile of that specific car but also seems to hover weightlessly above the ground. The chromed appearance of the mark takes on a surrealistic quality while conveying a certain technical prowess as well.

1. Lippincott for IBM & Freescale 2. Angelini Design for Peugeot International 3. Miriello Grafico, Inc. for Qualcomm 4. Double Brand for Long term car rent

6、硬球糖（Jawbreakers）

只要是咬硬果糖咬到下颚酸痛的人都会清楚地记得糖果横截面上的同心彩虹图案。把糖果球完美地拨开是我们孩提时的乐趣，丝毫不亚于寻宝游戏。（小编注：这只是美国人的童年~~）70年代的欧普艺术对调色板的运用毫不吝啬。总体而言，明亮的色彩必不可少，而横截面的运用也常常有其独到之处。
这种Logo流露着一种年轻有活力的气息，让你体会到愉悦的视觉感受，情不自禁地会心一笑。

Anyone who's ever torn up his or her mouth grazing on a jawbreaker or Gobstopper can attest to the concentric rainbow displayed on a perfect cross-section of the confection. There is a certain childhood joy associated with the perfect cleaving of these orbs that is akin to discovering hidden treasure. The 70's op-art quality of these marks is accomplished with little regard for a reserved palette. Generally, brilliant color is a must and often cross-sections are as unique as Technicolor snowflakes.

There is a youthfulness to these logos that addresses a certain vitality in the market. You can't help but smile at the visual joy they seem to capture. Influences could include Target's inventive use of its own logo in marketing efforts, although the red and white of their mark seems sedate in comparison to examples shown here.

1. Form for Dazed & Confused/Topshop 2. MacLaren McCann Calgary for Telphonic 3. Volatile for Antidote 4. Volatile for Pod

7、高速频闪（Strobe）

静态环境下的动画一直是一个极富挑战的课题，但用连续的定格画面就能解决这个问题。还记得那些只要快速翻页就能自成动画的翻页书吗？现在把那些画面放在同一页面上就大功告成啦。以上这些标识曲线感、流动感很强，为标识企业勾画出优雅的美感。

Animation in the static environment of print is challenging at best, but with some sequential stop-motion images, a solution is at hand. Remember those flip-books that with a riffle played out a short animation? Now, take the images, place them on a single surface, and this is the result. These marks have a slinky-like, fluid nature that lends a graceful aesthetic to their associated companies.

The Nikon logo crafted by Interbrand some years ago may have signaled the introduction of this process with a major brand. Sprint's adoption of Lippincott's logo, a representation of the stop-motion animation of pin dropping, opened the gates for deeper exploration and solutions in a similar vein. Nokia Siemens' new animated logo, created by Moving Brands, successfully plays out the strobe concept when adapted to print.

1. Interbrand for Nikon 2. Moving Brands for Nokia Siemens Networks 3. Lippincott for UMW 4. Lippincott for Sprint

8、光轮体（Nimbus）

遮住眼睛，然后涂上30spf的防晒霜；你不是在防晒，而是避免被这些耀眼的创意给闪晕。这些标识蕴含一种荣耀感。画面的核心通常是一条明亮的通道，从中释放出万丈光芒。如果这听起来像是拨云见日，仙女下凡的话，那说明你差不多理解了。

用射线来表现光线或能量的发散可不光象征着星光四射。它暗示出某种主题，某种能力以及某种远景—拥有一把解答任何问题的金钥匙。光线还意味着知识和引导。就连辐射四方的线条也代表了公平和公正的精神。

Shield your eyes and pull out the 30 spf sunblock. It's not a sunburn you'll fear, but you may need to protect yourself from overly bright ideas. There is a certain glorification associated with all of these marks. The central core of the image is usually a bright tunnel out of which great light emanates. If this sounds a bit like the parting of clouds and the appearance of deities, you may not be far off.

Dissemination of light or energy by the use of rays is far more than an astral aura. This indicates a central subject or capability and the prospect that it holds the key or the solution to whatever the question is. Light also connotes knowledge and guidance. Even distribution of these spokes ensures a fairness of distribution and equality of access. As a moth will attest, there is an attracting radiance to these logos, regardless of color.

1. Gardner Design for Catalyst 2. Glitschka Studios for Proctor & Gamble 3. Circulodiseno, SC fr New Venturees 4. Chris Herron Design for Marimon Inc. & Kelly Swofford Roy

9、针线体（Stitch）

过去的几年里，设计师们转而套用多种风格。壁纸风格、维多利亚时代风格、有机植物群风格、仿木纹风格以及其它任何不受知识产权保护的洛可可的复古表面都成了Logo的设计背景。

除了犬牙纹和人字纹，在一些精品项目上，设计师还常常借助他们祖母的智慧和技巧。对针线活而言，更重要的如何用不同元素组合成一套衣服，而不是选择布料。缝纫常用的技巧如锯齿形、鞭形以及十字绣手法都有所体现，而古董、渔网、穗子等形状也常常出现在Logo设计中。这种看似平凡的元素交织在一起就呈现出了前所未有的女性主义柔美风格。

Over the last several years, designers have taken refuge with a variety of appropriated patterns. Design backgrounds have become shrines for wallpaper swatches, Victorian patterns, organic flora, faux wood grains and any other rococo-retro surface that is not nailed down or otherwise copyrighted.

Houndstooth and herringbone aside, designers on more boutique projects are dipping into their grandmothers' baskets of sundries and notions. This is often not as much about textile patterns as it is about the elements that hold a garment together. Zig zag, whip, and cross-stitch are a few of the strokes in the sewing arsenal. Bric-a-brac, fishnet, fringe, and tassels are also working their way into these solutions. This common language of mundane elements takes on a refreshing, often feminine beauty when layered together with great taste. Just remember that the difference between a tablecloth and a haute couture gown is not the material, but knowing what to do with it.

1. The Woodbine Agency for Lamp 2. tenn_do_ten for chico 3. The Pink Pear Design Company for Rummage 4. Hammerpress for Natasha's Mulberry & Mott

10、色盲体（Colorblind）

有时候构成一个Logo毫无章法可言。上面这些图案就好像国家地理杂志报道了最新出土的某一系列石原色盲测试图。影响显而易见，但时机难以琢磨。你不得不佩服敢用7%的男性和0.4%的女性无法辨别的图案作Logo的客户的胆量。

也许这就是关键所在。这些标识代表了小众市场的企业光怪陆离的特点。即使没有色盲的人都很难辨认这些Logo，不过这正增添了它们的神秘感。而一旦观众看懂了这些图案，他们对这些Logo的好感便油然而生。因此无论看得懂还是看不懂，这些Logo所代表的公司都不会有损失。

Sometimes clusters of a logo technique surface with little if any rationale. For this bracket, it's as if National Geographic just reported the recent unearthing of a series of Ishihara color plates for color blind testing. The influence is obvious but the timing is unexplained. You have to admire the chutzpah of a client willing to adopt a logo that 7% of the male population and 0.4% of women won't be able to understand.

Maybe this is exactly the point. These marks represent a quirkiness associated with entities that only a certain percent of the population will be able to really appreciate. Even for individuals without color blindness, these visuals can be a bit challenging to decipher. But that adds to their mystique and helps to build affinity for the logos when the viewer realizes he has passed the test. Either way, there is a joyful, reminiscent charm at work here - either that or this report is entirely wrong and these companies all sell Dippin' Dots ice cream.

1. Colorblind Chameleon - Self Promotion 2. Range for Dennis Murphy 3. Pearpod for Razoo 4. Cricket Design Works for Creme Cafe

11、变形虫（Amoeba）

这些柔软、浑圆一体的图案没有突兀的棱角。这种友好的形状很像电子显微镜下的变形虫一样不停流动。Amoeba源自希腊语amoibe，意思是变化，因此这种风格的特点就是多变。构成这些Logo的元素都不会是静态的。因此它代表的是灵活和敏锐，体现出不断进化的企业文化。

These are soft, inflated blobs without any sharp corners to fall and hurt yourself on. Their friendly shapes are generally unstructured and much like an amoeba under the lens of an electron microscope, fluid and in motion. Amoeba comes from the Greek word amoibe, meaning to change, and this trend is about flux. The elements that compose these logos are anything but static. You can imagine a relationship between the parts of a logo as if they have just divided from one another.

This process of morphing and motion give us a clue about the structure and processes of the businesses represented here. Flexibility and an agile nature allow businesses to adapt in mercurial industries. These are entities that embrace the value of evolution. If you're evolving, chances are you're a living organism, and there aren't too many of those with corners.

1. Tactix Creative for DJ Eddie Amador 2. Double Brand for Poza Showroom 3. Mola for EDP 4. Yaroslav Zheleznyakov for Promotion

12、钻石刻面体（Facets）

阿里巴巴和40大盗们知道藏宝洞里什么最重要。每一件珠宝都隐藏着一段传奇。谁又能对这些闪闪发光的金银财宝视而不见呢？所以钻石成了塑造身份完美的素材。

玉不琢不成器，而要让平白无奇的石头变成令人啧啧称奇的钻石，必须要有一双慧眼。技艺高超的工匠一眼就能判断雕刻多少可以创造最完美的作品，但稍有疏忽便前功尽弃。好在俗话说：“不如虎穴焉得虎子？”

上面这些Logo塑造出一种多面、全能的企业形象。只要把雕刻面放到最合适的位置，你就可以制造出最清晰、最明亮的效果。谁知道呢？也许没那么深奥，人人都喜欢亮闪闪的东西嘛。

Ali Baba and the 40 thieves knew what mattered in a cavern laden with jewel-encrusted treasure. In these precious gems, there is an intrinsic value of which legends are crafted. Whose eyes are not stopped by the alluring refractions of a precious bobble? What a perfect substance from which to carve an identity.

To create the greatest value in a material as base as a stone, one has to first recognize potential worth. With exacting efforts, a trained eye can cut away the precise amount that will best maximize value. All of this is done with the looming specter of complete failure if the action is not correct. With great risk comes great reward.

These logos can also address the multifaceted nature of a business. By arranging these facets in their optimal positions you create the greatest clarity and light. Or maybe it's not that deep and we just like bright and shiny things.

1. Kitsh for Clay Saphire 2. Thomas Manss & Company for VCC Perfect Pictures 3. Gardner Design for Lavish 4. BFive for Solo Company

13、天马行空/随意体（Doodles）

没有经过电脑处理的图案有一种质朴的真实感，事实上也总有人喜欢这种原始的标识，更有甚者，认为正是设计者为作品付出的血汗让其身价倍增。没有欺骗消费者的企图，当然管理层也就不会刻意掩饰这些简陋Logo的纯朴和纯粹。

直接性是这种标识的另一大优势。比如为卡特里娜飓风灾民所设计的Rebuild标识，明白无误地传递出“我们现在需要帮助”的信息。这个时候没有时间考虑类似企业文化之类的问题：我们需要帮助，需要人们的回应，而且现在就需要！

这些标识总包含一种个人信息和人道主义的意味。不需要经过第三者，信息是直接传递于你我之间的。
 
There is a base honesty to an image that has never been shoved in one side of a computer and back out the other. There is still some soul attached to the mark and even a little sweat and blood from the originator. No attempt is being made to deceive the consumer and certainly there was no upper level management committee to quash the innocence of the humbly crafted logo.

Immediacy is an important justifier for these marks as well. The Rebuild logo, developed after Hurricane Katrina sends the message, these people need your help now. There is no time to finesse a corporate solution to the problem here: We need the help and response of everyone, and we need it now.

Personal messages and a sense of humanity are associated with these marks. It is the assurance the middleman has been cut out, and that this message is between me and you and no one else.

1. Steve's Portfolio for www.thehurricaneposterproject.com 2. Stubborn Sideburns for Hipposchemes 3. Fifth Letter for Shawn Lynch 4. Studio Oscar for Levi Strauss

14、繁花体（Flourish）

这些Logo仿佛是花仙子的乐园。风格与前两年流行的植物群和装饰体类似，但却更为大胆。想象一下费里尼（早期意大利电影艺术家）电影里扎着头巾参加时装周的场面。

装饰性的花枝潇洒地四散开来，传递了这样一种企业形象：他们给与你的比想象的要多，而且一心一意让你满意。这样的Logo充满异域风情，虽然繁花似锦，但由于充满了奇思妙想所以不会显得阴柔有余而阳刚不足。

Take a piece of relatively unassuming typography, water and fertilize with insane pixie dust, and let it grow. These logos could be relatives of the Flora and Embellish trend identified over the last two years, but they are definitely about type on steroids. Imagine type with hair that has been coiffed for fashion week in a Fellini movie.

Credit the stunning work of Si Scott and the unbridled design of Marian Bantjes as primary influences on this work. Scott specifically has developed a signature look that is being emulated a bit too close for comfort, in some instances.

Decorative flourishes gone wild identify these entities: They give more than you anticipate and are conscious of the frills and excesses necessary to carry you to satisfaction. These designs are exoticand unexpected but with enough whimsy to avoid being overtly feminine.

1. Lucero Design for Project 240 Apparel 2. United* for Bar Carrera NY 3. Team Manila Graphic Design Studio for Neu Media 4. Distrubancy Graphic Treatment for Eclipse Streetwear

15、纤维体（Fibrous）

扭曲的线条平行排开，抑或互相缠绕，最终纠结成充满力度感的麻绳。又像是藤蔓植物一点点向外攀爬。又或者是一群纤维断断续续地拧成一团，营造出一种固化的幻象……很难用语言来定义这一类别。
这些Logo的核心理念在于团结一致、形成合力。线条并非亦步亦趋、完全一致，在强调团结的同时，彰显独立性和多样性。

近来，化整为零、发挥合力成了主流话题。不仅企业界弥漫着这股潮流，全社会都在努力实践这种思想。人们追求自身的个性和独特性，并尊重这样的追求。

Twisting threads travel in tandem or are spun together to form a twine with even greater strength. Or you see the tendrils of a vine traveling outward from a single source. Maybe it's the ebb and flow of a rhythmic group of fine fibers acting in concert to create the illusion of a solid mass. These are just of few of the descriptions that help define this category.

A collective acting in unison to maximize action and create strength in numbers is at the heart of these logos. These are not lines in perfect step with one and other. Unlike the grooves of a record, these elements show a degree of independence and celebrate the diversity of the components as they unite.

Uniting elements for a common good has become a prevalent theme of late. This trend transcends the corporate world and is seen in social efforts as well. Respect of individuality and honor of uniqueness are admirable pursuits.

1. Guillermo Brea & Associates for Argentina 2. Najlon for Town RIJEKA 3. Mattson Creative for The Collective 4. AtomicasStudio for 2 excite

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