I really appreciate Bill Gardner's effort to look into logo design trends as they develop and publish his examination notes into his yearly LogoLounge Trends Report.

In his 2006 Report, published in April's issue of Graphic Design USA magazine [thank you Gabi for pointing the news], Bill explains the dynamic of the trends in the opening lines:


I am honored Bill chose to include in this year's report two works signed by Brandient: Radiocom (recently awarded at Moscow's Identity: Best of the Best 2006) and Europharm (part of the rebranding program awarded last year at ReBrand 2005 in Rhode Island).

As I said before, I am against following trends in graphic design and I try to steer as far away from them as possible. In my opinion trends are a good thing only for the fortunate few who happen to be labeled as Setters, and quite a misfortune for those who are tempted to walk the "trendy" path and get labeled as Followers. As you can imagine, nobody at Brandient thought about trends when we opened Illustrator to draw those logos — and that's precisely what I recommend: watch the trends, acknowledge their existence and then forget about them.