Mix a little nose-in-the-air, overly stodgy, family coat of arms with a sharp tongue-in-the-cheek, Napoleon Dynamite liger, and you have something that approximates a Pseudo Crest. These are fun, and packed with detail that sticks it to the man at every opportunity. For the high school and college market, Jason Schulte's firm, Office, built a best-of-class brand for Target with the Independent Studies line.
At first glance, most of these look like they've been lifted from a heraldry 101 style book, until you scrutinize the composition elements. Only at this point are you likely to see wrenches, guitars, penguins, shoes, cell phones and anything else you'd never expect to find in Camelot. This is a youth anthem; and designers have identified this as a source language for fashion culture and the music industry. In fact, this is a modern trend you will see everywhere, despite its roots in heraldry and even other intricate patterning like Victorian wallpaper.
Let's just make the assumption if you water a logo and give it adequate sunlight, it will start to grow a rhythmic crop of vines, buds, blooms and other fantasies of a botanical nature. These may be further evolution of last year's Embellish trend, or they could just be another subset of a larger trend. This would be a direction that uses borrowed remnants of a patterned, Victorian era to attach a delicate human quality to the hard outer shell of an other wise sterile logo. Detail of this nature is inherently engaging and asks the consumer to participate visually in a non-confrontational fashion.The floral/botanical/organic logotypes (also evidenced by the work of the British graphic designer whose name I forget, who seems to have come up with the idea of sans-serif type growing into organic vine-like shapes) could be a sign of a broader cultural trend: a reaction against the slick and industrial and a move towards a rustic/pastoral aesthetic. This trend has also come up in indie music (in the Pitchfork sense, not the NME haircut rock sense), with a shift away from angular/stylised sharper-than-thou aesthetics of the Interpol/Franz Ferdinand era (now thoroughly commercialised; witness the calculated faux-edginess of The Killers, for example, or the wave of derivative "indie" bands in the UK) towards more organic sounds (the antifolk/freak-folk scene, bands like Animal Collective (and, indeed, most of the bands with animal names in their names), as well as a more folky, anti-sharp aesthetic (rustic-looking beards, home-made clothes that look like hand-me-downs, &c.)
Anyway, the page also has links to previous years' trends in logo design, going back to 2003, which make for interesting reading.
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