Watching TV is good for you
June 9, 2008
Just ask GDUSA magazine.
In their annual roundup of logo design trends I read the following:
Finally, it’s worth noting that there’s a reasonably reliable place to look every day for the very latest in logo design (in addition, to LogoLounge.com, that is): television promo graphics for any of the major “style” channels — Food Network, Discovery, HGTV, the Travel Channel, and more. Because they have the money and the ability to get work out there quickly, the channels tend to be progressive forecasters and trendsetters. And designers, just like the rest of the unwashed masses, are home on the couch, watching.
Can I get an amen? I’ve been saying this for years, and people often think I’m kidding. I firmly believe that in order to be a good graphic designer, you have to watch TV, read fashion and decor magazines and blogs, and shop in actual (versus online or virtual) stores. As I’ve said before, design influences design, whether it’s fashion design, interior design, type design, production design, or graphic design. To stay visually current, you have to know what’s going on in the world, and to stay on the cutting edge, you have to follow pop culture.
The GDUSA article is also worth checking out for their roundup of logo trends. I thought the trend-spotting was right on and well illustrated by the examples they gave. And once again, I agree completely when they say:
The key is to study the trends, then evolve forward — as far forward as you can leap — from them.
Once a trend is identified as such, it’s a good idea to keep it OUT of your repetiore. Nothing looks more dated more quickly than a logo that was “all the rage” when it was designed. See the widely reviled new Xerox logo, unveiled in January 2008 as an example. I predict a complete company rebranding within the next three years — not what you’re looking for with a new, expensive and time consuming logo redesign.
