Abstract
A logo is an effective way of expressing a brand’s identity and an essential element in conveying the values and image of the company. The development process of a competitive logo should be based on a design that is future-proof in a rapidly changing global market; hence, understanding the design trends for successful logo design is key. In this study, the design shape elements of logo trend models were analyzed and made into a database. Then, a trend analysis system was produced using radial visualization (RadViz) and circular parallel coordinates data visualization techniques. RadViz allows observation of clusters of logos that have similar shape elements, whereas with circular parallel coordinates plots, detailed information of the shape elements of each logo trend can be seen. Using the system, it was confirmed that shape elements—such as transformation to surface, overlapping, artificiality, concept of color and rhythm—play a major role in driving a trend. It was observed that trends change over time as various shape elements are added or removed. In addition, our study is expected to help predict the logo trend models that will come into style in the future. While similar efforts have been made in the past, our proposed system improves upon them by utilizing standard design elements as the categorizing criteria, using a unique combination of RadViz and circular parallel coordinates data visualization techniques. Using our system as a guideline, many users would be able to create logos that reflect what is trending.
Highlights
The following followingcases: cases:(1)(1)logo logo trends that specific logo trends.InInthis thiscase case study, study, we we examined examined the trends that evolved across overtime, time,and and(2)(2)logo logo trends that evolved acrossdifferent differentclusters clustersin inthe the radial visualization (RadViz)
To examine the characteristics of RadViz and parallel coordinates techniques thoroughly, this study applied the data of the logo design shape elements to both visualizations
This section introduces logo trend visualization based on design shape element data of logos that have been quantified earlier
Summary
The modern design industry has become a competitive field in which artwork is produced for aesthetics but it reflects individual preferences and conveys social and cultural values. In order to create a design that can satisfy various stakeholders, it is important that the design reflect the most popular trend. A design trend is a socio-cultural phenomenon that reflects the dominant new idea of the times and has a great influence on design [2] It can provide a foundation for future design that can be a strong competitive force at the individual, corporate, or national level. A good logo design cannot be created by following and interprets the trends of the era [7]. Creating logo design requires a lot of research and effort so it is important to try out various trends for ideas. A single logo design requires a lot of research and effort so it is important to try out various trends. There is need a definite needresearch for moreonresearch on logo trends
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