- [Instructor] This is perhaps
one of the most intriguing trends in this report,
easily spotted once pointed out
but a bit elusive in definition.
So imagine if you will,
two parallel strings traveling alongside each other,
almost as if you're walking down a sidewalk
and the lines are the edges to your right and to your left.
Then, the string on the right side of you
slowly curves towards the other string and crosses over it
and continuing to curve until once again,
the lines are the same with the part
and then it straightens out to continue running parallel.
One of our edges just changed course,
but one of our edges never budged and stayed true.
Imagine any band or ribbon that alters and resumed course.
It's that point of alteration that is of interest,
not what happens before or after.
That occurrence along the path
could be a shifting up in gears
or an adoption of a new process
or entering a new generation.
It may be a transition of space, materials,
ownership or product,
but regardless, the path once altered continues forward
true to course.
The Bancontact logo reaches a ribbon, twisting a half turn,
exposing its hidden golden side
and proceeding forward with new elevation.
Jay Fletcher's Eisbach's logo
uses a nearly identical alteration,
but the trio of bands reflect the point break
in the roiling waters,
creating that ideal wave condition for surfers.
What unites all of these marks is the jog
which creates a tenuous at junction between before and after
that barely allows a bridging of the gap
a bit like glorifying the moment.
There's no doubt it occurred
but there's scant evidence left behind.
From a designer's perspective,
This creates a narrative of continuity,
married to a moment of significant change.
There was a hiccup, good or bad,
but business is back on course, just like they planned.
Each of these trends evolved as a fresh way
of introducing transition.
As an identity designer, these are our challenges,
finding a way of conveying a thought
that captures the imagination and the interest of the public
without relying on exhausted cliches.
It would have been easy to fall back
on the butterfly metaphor for transition
and have called it good.
But as a designer, if you're going to fall, fall forward.
Forward gets you closer to tomorrow.
Forward is the direction of the next engaging vision.
Forward is about evolving
which is the reason for this trend report.
Dazzle me.
It's your chance to take any of these concepts
and push them forward to the next breathtaking idea.