2019-2020品牌设计趋势 · 图形篇

发布日期: 2019-06-19

为了和大家分享关于设计趋势的见解，ISUX研究了2019-2020的设计趋势。没有必要去遵循年度设计趋势报告，但是否意识到这一趋势，对设计师来讲却非常重要。首先，我们总结了平面设计的总体趋势，同时也研究了从Zepeto app 和 Memoji开始的，最近扩展出来的IP形象设计和角色设计趋势。

ISUX has done a trend research to share insights on 2019-2020 design trends. It is not necessary to follow the annual design trend report, but it is important whether the designer is aware of the trend. First, we summarized the overall graphic design trends and then went through the recent expansion of the character market. Also, we have researched the avatar design trends started from the Zepeto app and Memoji and analyzed the UX trend for the last.

在本文中，我们想分享品牌平面设计趋势报告的第一部分“图形设计趋势”。在这一部分里，我们展示了当下各种品牌和动态图形的案例，总结了12个值得注意的平面设计趋势。

In this article, we would like to share ‘Graphic Design Trends’, the first part of the ISUX design trend report. ‘Graphic Design Trends’ shows the recent branding and motion graphic cases and summarizes 12 notable trends in overall graphic design.

排版一直是设计的重要元素，,也是传达品牌强烈信息的手段。从去年开始，粗大的无衬线字体和强有力的排版被应用到许多品牌设计当中，这使得它成为平面设计趋势的一部分。此外，也有越来越多的品牌采用动态和反映了3D趋势的三维字体版式设计。

Typography is constantly an important element in design and is used as a method of delivering strong brand messages. Since last year, a lot of brands applied bold san-serif fonts or used strong typography on their designs which has made this become a part of graphic design trend. In addition, there are a lot of typography designs applying motions and can also find three-dimensionally moving typography designs reflecting 3D trends.

Kinetic Typography Poster 

动态字体海报

@Andrei Robu

这张动态排版海报不是简单地放置图形和文字，而是将移动的3D文字放在固定的图形上，传达新的视觉印象。这些图形主要通过SNS以短循环视频的形式共享。

This is a moving poster design with a kinetic typography concept. Beyond simply placing image and text, three dimensionally moving text over a fixed image conveys a new impression. These graphics are mainly shared through SNS in forms of short looping video.

Uber Brand Identity  

Uber品牌识别

@Wolffolins

Uber开发了一种无衬线字体用于品牌logo的再设计，并将其贯穿于整个品牌系统。采用了这些品牌字体的动态海报，更为有力地传达出Uber的品牌信息。

Uber developed san-serif brand fonts along with logo redesign and applied them throughout the brand system. Uber's moving posters designed with their brand font strongly deliver Uber’s brand messages.

Squarespace Brand Identity 

Squarespace品牌识别

@Dia studio

Dia studio常将动态文字应⽤于品牌项⽬，“Squarespace”是其代表作品之一。

Dia studio often applies kinetic typography to their branding projects. Squarespace branding project is one of their representative portfolio.

Design Market by FAD Campaign Brand Visual Graphic 

FAD视觉图形

@Practica Studio

以3D形态传递活动信息的版面设计，就像礼品包装一样。这种循环的gif图也作为品牌主图形被运用。

A typography design case which contains event information applied in 3D form as if it were a gift wrapping. A looping gif was applied as a main graphic of the design system.

Nike Women Korea Campaign Advertisement 

韩国女性耐克运动广告

@Wieden & Kennedy Tokyo

韩国艺人支持女性主观活动的耐克运动广告，也采用了大胆的哥特式字体。这些由Guteform设计工作室设计的字体有基本的延展形式，同时有一个系统能延展成更为宽大的形式以适配媒体的比例。这种动态化的强烈的排版传递了活动信息，和其他设计元素的互动，最大限度地发挥了图形效果。

The Nike Women's advertising campaign in which Korean celebrities appear to support the subjective life of women, also applied bold gothic for their font. This font which is designed by Design Studio Guteform, basically has an extended form and also has a system that extends to a wider format to match with the proportion of the media. Dynamic and intense typography delivers messages of the campaign and interacts with other design elements which maximizes the graphic effect.

随着Instagram用彩色渐变作为品牌色，渐变趋势已经持续好几年。最近品牌、UI和包装的图形设计都采用明亮而强烈的对比色，这种趋势不仅应用于设计，也应用于摄影。 强烈的色彩组合，梦幻的色调和彩色渐变有望应用于2019年的整体设计。

As Instagram applied colorful gradient for their brand color, color gradient trends have been going on for several years. Recently, bright and strong contrasted colors have been used in all graphics of branding, UI, and package design and this trend is applied not only to graphics but also to photography. The strong color combination, dreamy color tone and colorful gradient are expected to be applied to overall design in 2019-2020.

App Icon Design

APP图标设计

越来越多的手机APP图标使用渐变色

Recently, a lot of mobile apps apply colorful gradients on their icon design.

Eurosport - Pyeong Chang Olympic 2018 Brand Identity 

欧洲体育—2018平昌冬奥会品牌识别

@DixonBaxi

欧洲体育台2018年平昌冬奥会的转播也将强对比和渐变色运用于多数场景中，包括logo，图形和摄影。荧光图形和深⾊背景的对比，尤为深刻地凸显了冬季运动的感觉。

Eurosport's 2018 Pyeong Chang olympic broadcast also applied strong color gradient to all the application designs including logos, graphics and photography. Especially, the contrast of fluorescent graphic and the dark background emphasis the atmosphere of winter sports.

Basketball Forever Brand Identity 

Basketball Forever品牌识别

@Notreal

NBA新闻广播公司品牌重塑项目所使用的，诸如彩色渐变和大胆排版的设计方法，也反映了最新的趋势。他们创作了一个系统，通过各种颜色，字体和布局的应用，可以产生各种图形输出。

This is a rebranding project of NBA news broadcasting company which reflects the latest trends like using colorful gradients and bold typography. They applied a system which various graphic outputs can be produced by applying various colors, fonts and layouts.

The Coming One Brand Identity 

明日之子品牌识别

@Plus X

腾讯视频和哇唧唧哇联合出品的选秀节目明日之子，用多种渐变色圆形表达不同选手的才华。随着节目的进行，图形主题也会随选手的变化而变化。

A branding for Tencent Video and Wajijiwa’s idol audition program ‘Mingri Zhi Zi’, expressing the talents of the participants with colorful gradients in different forms of circles. The graphic motifs change with participants as the program goes on.

与过去基于固定网格系统的布局相比，最近越来越趋于使用仅显示图像一部分的非对称布局。虽然好像只显示整个图像的一部分，设计师却可以在大系统中无限延展每个图形。你可以认为平衡被打破了，设计师却可以更加自由地应用图形元素，呈现更强烈的视觉印象，还可以有很酷的图形组成。

Recently, asymmetric layout which only shows a part of the entire image has been applied a lot compared to the past when it was often designed based on the fixed grid system. Although each application seems to show only a part of the entire image, designers can apply the graphics to each applications that extend infinitely in a large system. By applying asymmetric layout, designer can have more freedom about applying the graphics elements which can convey a strong impression.

Graphic Poster Designs 

平面海报设计

@Vasjen Katro

设计了各种各样图形的Vasjen Katro，不断尝试的形状，颜⾊和布局也反映了最新的趋势，特别是不对称和开放式布局。

Graphic designer Vaszen Katro keep tries experiments with shapes, colors and layouts reflecting recent trends. Especially, there are many graphic outputs using asymmetrical and open layouts which are recent trends.

Easy Peasy Brand Identity 

Easy Peasy品牌识别

@CFC

Easy Peasy是韩国著名化妆品公司Amore推出的独立化妆品品牌，以品牌关键词轻松、活跃、有趣和大胆为基础，尝试给用户更加简单和亲切的感觉。品牌用看似自由的手绘波浪线贯穿于整个图形设计，打造不对称之美，展现了自由和亲近的形象。

Korea's leading cosmetics company(Amore)’s independent cosmetic brand 'easy peasy' tried to make this color cosmetics brand feel easier and more familiar based on their brand keywords easy, active, fun, bold and chat. In particular, the curves that seem to be drawn freely by hand applied throughout the branding system make all the graphics asymmetrical and express free and friendly brand image.

移动图标已成为趋势很多年了，现在应用交互元素的品牌案例也很多。比起强而有力，灵活而简单，能随内容做出响应和更改的交互图标俨然已成为一种新的趋势。

A moving logo that has been already a trend for years and now there are some branding cases that applies interactive elements. Rather than applying a strong and powerful fixed logo, flexible and easy brand communication method has became a trend by using interactive logo which responds and changes regarding to the contents.

Glow International Light Art Festival Brand Identity

国际光影艺术节品牌识别

@George&Harrison

这是交互图标的其中一个案例，用简单的方形作为基础，延展出各种各样的形状和图案。这些基本元素保持了简单和最大化的交互式图像效果。

It is an example of identity that can expand the shape into various graphics and patterns using a simple square as a basic unit. The basic graphic elements are maintained simple, maximizing the effect of interactive image.

SM Entertainment Brand Identity

SM娱乐品牌识别

@CFC

韩国最大娱乐公司之⼀，SM娱乐开发了一种新的品牌标识来反映其不断扩展的业务。它将基本圆形改变成了不同形状与S和M产生关联。灵活的符号和各种颜色的圆形图案是SM娱乐视觉识别的核心。

SM Entertainment, one of Korea's largest entertainment agencies has developed a new brand identity that can reflect their expanding business. It is a flexible identity which basic circle changes it’s shape continuously making forms like connected S and M. The flexible symbol and the circular pattern of various colors are the core of SM Entertainment’s visual identity system.

59th Thessaloniki International Film Festival Brand Identity

第59 届塞萨洛尼基国际电影节品牌识别

@Beetroot Design

这是电影节一个有趣的识别案例，用卷轴缠绕的图像代替寻常的电影节标志。它不是固定的，而是复杂紊乱的，以复杂的方式排列各种不同的颜⾊和图形，表达了电影节的目的——通过电影传达多种多样的故事和情感。

This is an interesting branding case of a movie festival, designed with the images of film reel tangled instead of using a formal logo. It is a complex tangled film form which is not fixed, reflecting various colors and images in a complex way expressing various stories and emotions that movies can share to people which is the main purpose of the festival.

The 6th Guangzhou Triennial Exhibition Brand Identity

第6届广州三年展品牌识别

@Another Design

传递展览核心信息，反复复制到三维空间的基本矩形，显示了展览的特征。在整个展厅中，你可以看到它以多种变动的形态被应用，同时也以不同的形状被运用到各式各样的场景中。

The basic rectangle unit conveying the core message of the exhibition is repeatedly copied in to three dimensional space which expresses the identity of the exhibition. This identity system has applied in interactive and modified forms throughout the exhibition, which has also been applied to various applications in different shapes.

3D趋势如此流行，以至于在平面设计趋势中也不得不讨论它。当下有很多3D图像尝试用复杂的纹理给大众展示生动逼真和新鲜感十足的印象。通过在3D几何形态中，添加逼真的纹理，创造在现实中不可能存在的图形，人们正在定义一种新的现实主义。

3D trend has been so popular that graphic trends can not be discussed without it. Nowadays there are many attempts to show more vivid and fresh impression by applying sophisticated texture to 3D images. People are defining a new realism by adding a realistic texture to the geometric 3D forms which creates graphics that can not exist in reality.

3D Illustrations

3D插画

@George Stoyanov

George Stoyanov通过组合各种几何形态来表达形状之美。这种视觉尝试很有意思，因为它很难在现实中制作。

George Stoyanov expressed the beauty of shape by compositing various geometric forms. This kind of visual attempts are interesting because it is difficult to make in reality.

Adobe Think Tank Brand Visual Graphics

Adobe Think Tank 视觉图形

@Omar aqil design

这张图像由不同形状、纹理和颜色的几何物体设计而成，表达了Adobe Think Tank包含各种主题论坛的品牌特征。

This image was designed with geometric objects of different shapes, textures and colors expressing the identity of Adobe Think Tank which is a forum containing various topics.

The Hyundai - ‘Super Consumers’ Brand Video

The Hyundai ‘Super Consumers’品牌视频

@Universal everything

将各种各样的材料和颜色运用到人类行走的形状当中，传递出一种非现实和新鲜感十足的视觉印象。

By applying various materials and colors on the form of walking people, this advertisement conveys an unrealistic and fresh impression.

NIKE - PG3 ‘Get Cozy’ Advertisement

耐克PG3”舒适体验“广告

@GRIF

用柔软的毛皮材料营造耐克的主要感觉—舒适感，非现实的图形里有着生动的质感，让人耳目一新。

The main copy “cozy” feeling is applied as soft fur material which give a new impression. This unrealistic graphics in a realistic texture gives a fresh feeling.

使用有机图形并不是一种新的潮流，但我们发现今年也有大量的图形使用水和油等液体来表达效果。它有时被用作品牌的主图形，你可以在3D短动态图形中明显地感受到这种倾向。这种具有强烈色彩和渐变的有机形状，传达出一种精致而梦幻的感觉。

Using organic shapes is not a new trend that also can be found a lot recently on various graphics. It is sometimes used as a graphic motifs of brand identity, but also applied to short motion graphic videos or designed in 3D forms. This organic shape with strong colors or gradients conveys a sophisticated and dreamy atmosphere.

3D Videos with Organic Shapes

有机形态的3D视频

@cmttat

有机形态通常以3D形式被应用，并且广泛应用于SNS共享的短视频作品中。今年尤其有很多透明质感的案例，这些透明材质运用各种颜色，使色彩搭配产生变化，营造出神秘的气氛。

Organic forms are often applied in 3D, and this trend is widely applied in short video works shared on SNS. Especially for this year, there are many cases which transparent texture is applied to 3D organism form. This transparent material reflects the surrounding color and creates a mysterious atmosphere by applying various colors.

Peacock Society 2018 Brand Identity

Peacock Society 2018 品牌识别

@Irradie

将明亮多彩的渐变色应用于有机形态，这些图像表达了巴黎电子音乐节的特征。

By applying bright and colorful gradient to organic shapes, this graphics express the identity of electronic music festivals in Paris.

各式各样的平面插画曾经退出过潮流，但现在已经成为一种强烈的设计趋势。很多品牌都通过聘请知名插画家的方式，用平面插画给大众新的印象。去年以来，除了2D， 3D角色插画也成为一种趋势被应用到越来越多的品牌设计当中。

Illustrations once had been backed up in trend by various graphics using photographs but now became a strong design trend. Lot of brands are trying to use graphics that can give a new impression to their brands by hiring famous illustrators. In addition to 2D illustrations, 3D character illustrations have become a trend since last year and more cases are being used for branding.

Uber Brand Illustration

Uber 品牌插画

@Leo Natsume

运用于Uber品牌新形象的插画，是其简洁有序品牌系统中有趣的一部分。 

The illustration style applied in Uber’s new identity are the fun elements in the concisely organized brand system.

Spotify - ‘Music is with you’ Illustration 

Spotify-“音乐与你同在”插画

@Circus

这是Spotify运用了2D插画的品牌视频。手绘质感，色彩简单，人形的四肢都很大是最近的插画趋势。

It is a brand video of Spotify using 2D illustration applying hand-drawn texture, simple color and big limbs which are the recent illustration trends. 

Belif Brand Illustration

Belif品牌插图

@Superfiction

这是基于3D角色的2D图案设计示例，运用于包装设计和品牌视频。

This is an example of 2D pattern design based on 3D character which is applied on package design and to the brand video.

等距设计是一种将二维图形绘制成三维的方法，最近已成为一种趋势，在图形和动画视频中被广泛应用。许多品牌设计师通过运用这种技术，在一个框架中显示整个图形，创造有趣和独特的氛围，呈现出一种全新的视觉印象。和去年一样，等距设计在今年似乎也会越来越流行。

Isometric is a method to draw 2D graphics in to three dimension which has been a trend widely applied in graphics and motion videos recently. A lot of designers use this technique to give a new impression by showing the whole graphic in one frame, creating a playf

关键词： 深圳品牌设计,深圳VI设计,图形设计