A visualization system for exploring logo trend and design shape patterns

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.