The life of trend visual discourses: A case study for Pollination

Abstract

This article presents a tool for visual discourse analysis that allows stylistic research indicators to be systematised.The tool, called Documentary Analysis Matrix, is based on the theoretical aspects of visual semiotics. It can be used to describe or forecast the scope of trends in graphic design and visual communication. This article also presents a test carried out on a trend in logotype design in Spain during the first decade of the 21st century known as Pollination. The results confirmed that Pollination affects more the redesigned signs than the new designs, in a restyling trend phenomenon.

Keywords

• Visual communication
• discourse analysis
• graphic design
• logotype