Corporate Identity
15 Trends Taking Shape In Logo Design

The word "trend" has taken on a negative cast in recent years, particularly when the letter "y" is appended to it. A trend is actually a pretty innocuous phenomenon, though: Simply speaking, it is defined as a new line of direction. "Trendy," on the other hand, is what happens when everybody else starts stampeding in the same direction.

The ability to watch as design trends are taking shape — when the really courageous experimentation is happening and before imitation inevitably begins — is one of the best aspects of LogoLounge.com, says the web site's founder, Bill Gardner.

"For the first time, designers have a real-time, front row seat to view what is happening in logo design," says Gardner, himself a talented designer and principal of Wichita-based Gardner Design, whose clients have included Pizza Hut, Cargill, Thermos, Nissan, Coleman and Cox Communication, among many others.

In existence for just over a year, LogoLounge.com has quickly grown into a database of thousands and thousands of logos. Designers around the world upload new work to the site every day, and their peers are always watching to see what's new, and in turn, adding their work.

Gardner is watching, too. In 2002, he published (through Rockport Publishing) a 192-page book, "LogoLounge," which features the most exciting work on LogoLounge since its inception. An international panel of jurors selected the work that appeared in the book. Organizing the 2,000 logos required Gardner and his team to complete a great deal of sorting and organizing.

"This process forced us to find linkage between various logos. Some trends were expected, but some surprises emerged during the process," Gardner says. The following is a synopsis of the brave experimentation and exploration that is going on now. Some trends will emerge strongly while others will submerge and not be seen again. As part of the historical record, though, each is significant.

SIX IN THE CITY
WOMEN IN BRAND IDENTITY AND PACKAGING

by Debbie Millman
Managing Partner, The Sterling Group

I have worked in graphic design for almost twenty years. Being a woman in this business, I avidly tracked the careers of Emily Oberman, Nancye Green, Gael Towey, Paula Scher, Cheryl Heller, Ann Willoughby and so many others. Women have made up so much of the tapestry of modern design, and influenced many designers, regardless of gender.

When I started in the packaging and brand design industry in 1992, I was struck by the lack of women in senior positions. I was working for a company called The Schechter Group (now Interbrand), which had been founded by Alvin Schechter several decades before. Our competitors were Wallace Church Associates, Gerstman+Meyers, Murrie Lienhart Rysner, Lipson Alport Glass, Peterson Blyth, The Coleman Group, Primo Angeli, Addison and, of course, Landor Associates. These companies had tremendous reputations, and all were founded, named or run by men. When I called on consumer goods companies for their business, I also found that the design directors in the highest positions were men. There was nary a woman to be seen. This was perplexing. Women were prolific in the business of design, but not in package design. The only woman I could find in any senior position in any consumer brand corporation was Pamela Parisi, who was (and still is) director of global design at Gillette.

Fast forward to today. Pamela DeCesare is director of packaging and brand design at Kraft Foods. Lisa Francella holds the same position at Pepsi-Cola. Janine Heffelinger is manager of strategic brand design at General Mills. Jeanne Figo is director of creative services at Kellogg's. Barbara Eden and Darralyn Reith run package design (and more) at Pepperidge Farm and Campbell's. The world seems to have changed.

Or has it? The May 2002 issue of Packaging World featured a cover story entitled "Is Packaging Really a Man's World?" Through interviews and a questionnaire, the story reported that things are indeed changing for women in packaging, but they're changing more slowly than expected. In fact, a finding to emerge from the survey was this: When women were asked if they feel they have the same opportunity for job advancement as their male counterparts, only 15% responded positively.

Graphic Design usa decided to investigate the current state of women in the packaging and brand design business. The magazine gathered some of the brightest women currently working in packaging and brand identity for a roundtable interview. I was lucky enough to chair this spectacular event. The participants were Pamela DeCesare; Lisa Francella; Toniq' principal Cheryl Swanson; Barbara Eden; and the woman who paved the way for all of us all, Pamela Parisi. This is their story and their perspective.