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International Branding Expert Discusses Logo Design Trends, Business and the Evolution of Branding

2008-07-17 14:53:00

 Bill Gardner releases annual logo trends report and authors fourth book in

                      best-selling 'LogoLounge' series

    WICHITA, Kan., July 17 /EMWNews/ -- Bill Gardner, president of

Gardner Design ( here, has a front-row seat

when it comes to branding trends in the US and abroad. Gardner's fourth

book in his best selling LogoLounge series has been published. And he

recently released his sixth annual report of logo trends in GD USA, a

national design magazine


    So what does he see among these trends? "Clean and simple" corporate

identities and the increasing value of design -- sometimes in measurable

ways -- on the bottom line.

    "Many companies now have metrics to prove that design-influenced

products can make them more money," says Gardner. Research firm Peer

Insight, for example, found that companies focused on customer-experience

design outperformed the S&P 500 by a 10-to-1 margin from 2000 to 2005.

    Branding trends

    Gardner identifies 15 top trends in his report, and provides insights

on how they may influence customers. The trends include "Supernova,"

"Doodles," and "Jawbreakers."

    One trend, "Facets," is comprised of logos that remind the viewer of

highly polished gems. "To create the greatest value in a material as basic

as a stone, one has to first recognize the potential worth," says Gardner.

    View a complete discussion at,

including a look at emerging trends.

    Gardner says that "Animotion" is another design trend to watch. These

moving logos are designed for the online audience.

    "The key is to study the trends, then evolve forward -- as far forward

as you can leap -- from them," he says.

    About Bill Gardner

    Bill Gardner launched (, an

online branding resource, in 2002. The site offers a database of more than

75,000 logos.

    Gardner's writings have appeared in numerous design books and

periodicals. He also speaks nationally on branding topics. He was selected

by Fortune magazine as one of four designers in its "Company Logo

Smackdown" feature.

    Gardner Design is one of the nation's top branding firms. Its clients

include Fortune 500 companies and small businesses. The agency has designed

identities for Cessna Aircraft Company, Kroger, and Spirit AeroSystems as

well other work for Chrysler, Cargill and Hallmark.

Available Topic Expert(s): For information on the listed expert(s), click appropriate link. Bill Gardner" target="_new">

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