Logo Trend Visualization: Logo Design Shape Element Trend and Pattern Analysis

Abstract

Logo, as a way to represent the identity of a company brand, is an essential design to deliver the value and meaning of the company. A design shape trend is necessary to read and predict the fast-moving global market environment, in order to design a competitive logo. This study thus created `Logo trend visualization', which is a combination of Radviz and Circle parallel coordinate to provide a guideline to design a competitive logo, based on such background. As a consequence, we suggest that design shape elements such as transformation to surface, overlapping, artificiality, concept of color and rhythm should be emphasized, and that logo trend visualization facilitates the understanding of the trend of a logo, based on the addition (or elimination) of various design shape elements which accordingly creates a new trend.