騰訊ISUX：2019 - 2020 設計趨勢 · 圖形篇
為了和大家分享關于設計趨勢的見解，ISUX研究了2019-2020的設計趨勢。沒有必要去遵循年度設計趨勢報告，但是否意識到這一趨勢，對設計師來講卻非常重要。首先，我們總結了平面設計的總體趨勢，同時也研究了從Zepeto app 和 Memoji開始的，最近擴展出來的IP形象設計和角色設計趨勢。
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，我們想分享ISUX設計趨勢報告的第一部分“通用設計趨勢”。在這一部分里，我們展示了當下各種品牌和動態(tài)圖形的案例，總結了12個值得注意的平面設計趨勢。
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.
排版一直是設計的重要元素，,也是傳達品牌強烈信息的手段。從去年開始，粗大的無襯線字體和強有力的排版被應用到許多品牌設計當中，這使得它成為平面設計趨勢的一部分。此外，也有越來越多的品牌采用動態(tài)和反映了3D趨勢的三維字體版式設計。
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
動態(tài)字體海報
這張動態(tài)排版海報不是簡單地放置圖形和文字，而是將移動的3D文字放在固定的圖形上，傳達新的視覺印象。這些圖形主要通過SNS以短循環(huán)視頻的形式共享。
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品牌識別
Uber開發(fā)了一種無襯線字體用于品牌logo的再設計，并將其貫穿于整個品牌系統(tǒng)。采用了這些品牌字體的動態(tài)海報，更為有力地傳達出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品牌識別
Dia studio常將動態(tài)文字應?于品牌項?，“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視覺圖形
以3D形態(tài)傳遞活動信息的版面設計，就像禮品包裝一樣。這種循環(huán)的gif圖也作為品牌主圖形被運用。
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
韓國女性耐克運動廣告
韓國藝人支持女性主觀活動的耐克運動廣告，也采用了大膽的哥特式字體。這些由Guteform設計工作室設計的字體有基本的延展形式，同時有一個系統(tǒng)能延展成更為寬大的形式以適配媒體的比例。這種動態(tài)化的強烈的排版?zhèn)鬟f了活動信息，和其他設計元素的互動，最大限度地發(fā)揮了圖形效果。
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.
App Icon Design
APP圖標設計
越來越多的手機APP圖標使用漸變色
Recently, a lot of mobile apps apply colorful gradients on their icon design.
Eurosport - Pyeong Chang Olympic 2018 Brand Identity
歐洲體育—2018平昌冬奧會品牌識別
歐洲體育臺2018年平昌冬奧會的轉播也將強對比和漸變色運用于多數場景中，包括logo，圖形和攝影。熒光圖形和深?背景的對比，尤為深刻地凸顯了冬季運動的感覺。
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品牌識別
NBA新聞廣播公司品牌重塑項目所使用的，諸如彩色漸變和大膽排版的設計方法，也反映了最新的趨勢。他們創(chuàng)作了一個系統(tǒng)，通過各種顏色，字體和布局的應用，可以產生各種圖形輸出。
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
明日之子品牌識別
騰訊視頻和哇唧唧哇聯合出品的選秀節(jié)目明日之子，用多種漸變色圓形表達不同選手的才華。隨著節(jié)目的進行，圖形主題也會隨選手的變化而變化。
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.
與過去基于固定網格系統(tǒng)的布局相比，最近越來越趨于使用僅顯示圖像一部分的非對稱布局。雖然好像只顯示整個圖像的一部分，設計師卻可以在大系統(tǒng)中無限延展每個圖形。你可以認為平衡被打破了，設計師卻可以更加自由地應用圖形元素，呈現更強烈的視覺印象，還可以有很酷的圖形組成。
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
平面海報設計
設計了各種各樣圖形的Vasjen Katro，不斷嘗試的形狀，顏?和布局也反映了最新的趨勢，特別是不對稱和開放式布局。
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品牌識別
@CFC
Easy Peasy是韓國著名化妝品公司Amore推出的獨立化妝品品牌，以品牌關鍵詞輕松、活躍、有趣和大膽為基礎，嘗試給用戶更加簡單和親切的感覺。品牌用看似自由的手繪波浪線貫穿于整個圖形設計，打造不對稱之美，展現了自由和親近的形象。
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.
移動圖標已成為趨勢很多年了，現在應用交互元素的品牌案例也很多。比起強而有力，靈活而簡單，能隨內容做出響應和更改的交互圖標儼然已成為一種新的趨勢。
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
國際光影藝術節(jié)品牌識別
這是交互圖標的其中一個案例，用簡單的方形作為基礎，延展出各種各樣的形狀和圖案。這些基本元素保持了簡單和最大化的交互式圖像效果。
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娛樂品牌識別
@CFC
韓國最大娛樂公司之?，SM娛樂開發(fā)了一種新的品牌標識來反映其不斷擴展的業(yè)務。它將基本圓形改變成了不同形狀與S和M產生關聯。靈活的符號和各種顏色的圓形圖案是SM娛樂視覺識別的核心。
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 屆塞薩洛尼基國際電影節(jié)品牌識別
這是電影節(jié)一個有趣的識別案例，用卷軸纏繞的圖像代替尋常的電影節(jié)標志。它不是固定的，而是復雜紊亂的，以復雜的方式排列各種不同的顏?和圖形，表達了電影節(jié)的目的——通過電影傳達多種多樣的故事和情感。
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屆廣州三年展品牌識別
傳遞展覽核心信息，反復復制到三維空間的基本矩形，顯示了展覽的特征。在整個展廳中，你可以看到它以多種變動的形態(tài)被應用，同時也以不同的形狀被運用到各式各樣的場景中。
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趨勢如此流行，以至于在平面設計趨勢中也不得不討論它。當下有很多3D圖像嘗試用復雜的紋理給大眾展示生動逼真和新鮮感十足的印象。通過在3D幾何形態(tài)中，添加逼真的紋理，創(chuàng)造在現實中不可能存在的圖形，人們正在定義一種新的現實主義。
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插畫
George Stoyanov通過組合各種幾何形態(tài)來表達形狀之美。這種視覺嘗試很有意思，因為它很難在現實中制作。
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 視覺圖形
這張圖像由不同形狀、紋理和顏色的幾何物體設計而成，表達了Adobe Think Tank包含各種主題論壇的品牌特征。
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’品牌視頻
將各種各樣的材料和顏色運用到人類行走的形狀當中，傳遞出一種非現實和新鮮感十足的視覺印象。
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”舒適體驗“廣告
@GRIF
用柔軟的毛皮材料營造耐克的主要感覺—舒適感，非現實的圖形里有著生動的質感，讓人耳目一新。
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.
使用有機圖形并不是一種新的潮流，但我們發(fā)現今年也有大量的圖形使用水和油等液體來表達效果。它有時被用作品牌的主圖形，你可以在3D短動態(tài)圖形中明顯地感受到這種傾向。這種具有強烈色彩和漸變的有機形狀，傳達出一種精致而夢幻的感覺。
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
有機形態(tài)的3D視頻
有機形態(tài)通常以3D形式被應用，并且廣泛應用于SNS共享的短視頻作品中。今年尤其有很多透明質感的案例，這些透明材質運用各種顏色，使色彩搭配產生變化，營造出神秘的氣氛。
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 品牌識別
將明亮多彩的漸變色應用于有機形態(tài)，這些圖像表達了巴黎電子音樂節(jié)的特征。
By applying bright and colorful gradient to organic shapes, this graphics express the identity of electronic music festivals in Paris.
各式各樣的平面插畫曾經退出過潮流，但現在已經成為一種強烈的設計趨勢。很多品牌都通過聘請知名插畫家的方式，用平面插畫給大眾新的印象。去年以來，除了2D， 3D角色插畫也成為一種趨勢被應用到越來越多的品牌設計當中。
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 品牌插畫
運用于Uber品牌新形象的插畫，是其簡潔有序品牌系統(tǒng)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-“音樂與你同在”插畫
這是Spotify運用了2D插畫的品牌視頻。手繪質感，色彩簡單，人形的四肢都很大是最近的插畫趨勢。
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品牌插圖
這是基于3D角色的2D圖案設計示例，運用于包裝設計和品牌視頻。
This is an example of 2D pattern design based on 3D character which is applied on package design and to the brand video.
等距設計是一種將二維圖形繪制成三維的方法，最近已成為一種趨勢，在圖形和動畫視頻中被廣泛應用。許多設計師通過運用這種技術，在一個框架中顯示整個圖形，創(chuàng)造有趣和獨特的氛圍，呈現出一種全新的視覺印象。和去年一樣，等距設計在今年似乎也會越來越流行。
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 playful and unique atmosphere. It seems that isometric will be also popular this year as last year.
Isometric Illustrations
等距插畫
經常使?等距技術和彩?漸變的插畫家Mohamed Samir設計了一系列富有趣味性的?報。
The illustrator Mohamed Samir who often uses isometric techniques and colorful gradients designed a series of interesting posters.
Isometric Videos
等距視頻
@Matthieu BRACCINI @Panic Studio
將大物體變成微小模型的等距設計方法能給人留下印象，最近可以看到很多運用了這種方法后，屏幕變得更加特別和有趣的案例。
The isometric method can give an impression that objects become like a miniature. Recently, a lot of cases can be seen which have made the screen more special and interesting using this isometric technique.
結合不同媒介的各種圖形，創(chuàng)建有趣的效果是過去常見的一種方式。最近，結合大膽色彩，逼真照片和3D圖像給大眾新鮮感受的案例也很多。含有扁平化元素的真實圖片和視頻是2019的主要趨勢之一。
Combining various type of graphics from different media was a common way to have an interesting effect from the past. Recently, there are lots of graphic cases that gives fresh impression by combining bold colors, realistic photographs or 3D images. Realistic images or videos combined with flat elements are considered to be one of the major trends of 2019-2020.
3D Videos + 2D Graphics
3D視頻+2D圖形
@Sergio Fuego @giantantstagram
當2D和3D圖像組合在一起，立體效果可以更加獨特和突出。這是使用了此方法的優(yōu)秀視頻案例。
When 2D and 3D images are combined, three dimensional effect can be more prominent and special. These videos are good cases using this method.
Live Action Videos + 2D Illustrations
真人實拍視頻+2D插畫
匡威活動視頻是一個很好地混合了拍攝視頻和2D圖形的案例，
This campaign video of Converse is a good design reference which contains the mixture of live action videos and 2D graphics.
Live Action Videos + Glowing Scribble Animations
真人實拍視頻+發(fā)光涂鴉動畫
在真人視頻中添加發(fā)光的涂鴉動畫，可以使視頻更具動態(tài)性和趣味性。當下，SNS平臺上越來越多舞者和歌手的視頻都使用這種效果。
By adding glowing scribble animations to live-action videos, the videos can be more dynamic and interesting. Recently, more videos of dancers and singers in SNS platform apply this kind of effect.
2D Illustration Style Videos using 3D
運動3D的2D插畫視頻
有很多作品很難知道它是2D還是3D。用3D表達物體運動，而不是簡單地使用2D圖形，這種視頻能傳達一種新的視覺感受。
There are a lot of work that is hard to know whether it is 2D or 3D. These videos can convey a new feeling by expressing the motion of the object in three dimensions rather than simply using 2D graphics.
當通過SNS共享圖形圖像變得非常普遍時，短小和重復的動態(tài)圖形也變得很易見。logo，2D插畫， 3D圖像和各種各樣的圖形都以短循環(huán)動畫的形式共享。
As sharing graphics and images through SNS has become very common, short and repetitive motion graphics can be easily seen. A brand logo, illustration and various graphics are all shared in a short looping animation form.
Short 2D Animations
2D短動畫
這些短視頻通過在簡單的扁平插畫里重復使用短動作，傳達了一種獨特而有趣的形象。
These short videos convey unique and fun image by repeatedly applying short actions to a simple and flat illustrations.
Short 3D Videos
3D短視頻
由于3D是主要趨勢，小而重復的3D圖像也值得注意。添加3D真實紋理和效果，可以帶來獨特的視覺感受。
As 3D become a main trend, short and repetitive images using 3D are also noticeable. Adding the real texture and 3D effects can convey unique atmosphere.
AR 和VR技術的發(fā)展，對平面和多媒體的設計趨勢產生了很大的影響。這些新技術使人們對品牌有更加立體的體驗。
The development of AR/VR technology had a great impact on graphic and multimedia design trends. Recently, these new technologies lead people to have three dimensional brand experience.
Le Graphisme Augmente Graphic Poster
Le Graphisme Augmente 圖形海報
盡管是印刷?報，它也允許人們通過印刷材料使?3D AR技術獲得交互式體驗。印刷海報只包含簡單的幾何圖形和極小的信息，但當你通過手機查看時，將看到獲得更多的信息和看到立體的形狀。
Even though it is printed on a paper, this poster allows people to have interactive experience using 3D AR technology. The poster only contains simple geometric graphics and minimal information, but when it is seen through mobile, people can get more information and see three dimensional shapes.
Apple Music x Memoji Advertisement
Apple Music x Memoji 廣告
Apple使用基于AR技術的memoji來推廣Apple music。著名藝術家如Ariana Grande推出了他們的最新歌曲，通過這支廣告，Apple一起宣傳了Apple Music和memoji。
Apple used the memoji to advertise Apple music which is based on AR technology. The famous artists such as Ariana Grande promoted their latest songs, while Apple had advertised Apple Music and memoji together through this ad.
NIKE - Shanghai Never Done Shop Campaign Website
Nike：上海Never Done運動店鋪網站
@AKQA
上海耐克通過AR技術實現360度網上零售的項目，可以讓消費者根據運動的出汗量來進行購買和體驗服務。
This is a Shanghai Nike’s 360 degree online retail shop project through VR technology that allows you to purchase and experience services based on the amount of sweat that you made through exercise.
Audi Quattro Coaster Advertisement
奧迪Quattro Coaster廣告
@POL
這是奧迪利用AR技術的項目，它能讓消費者將汽車從銀幕上帶到自己的位置，從而積極體驗開車的感覺。
It is Audi’s project that use AR technology to bring the car to its own place and allow the consumers to actively experience driving the car.
League of Legends - World Championship 2018 Opening Ceremony
2018年英雄聯盟全球總決賽開幕式
2018年英雄聯盟的開幕舞臺利用AR技術，使演唱POP / Stars的真人歌手和游戲里K / DA角色一起同臺演出。這些被實時跟蹤的角色，在實際舞臺上帶來了真實的表演效果。
The real singers who sang POP/Stars on the opening stage of the League of Legends 2018 and the characters of K/DA had stage together using AR technology. The characters were tracked in real time and gave the effect of performing on the actual stage.
新復古，用現代感覺詮釋復古，已成為一種新趨勢。新復古是一個結合了“新”和“復古”的詞，是對過去懷舊的現代詮釋，不僅是設計，在時尚，建筑，流行文化等各領域都是一種新趨勢。
New retro, which interprets retro in a modern sense, has became a new trend. New retro is a word that combines ‘New’ and ‘Retro’, a modern interpretation of nostalgia for the past. It has become a new trend not only in design but also in various fields such as fashion, architecture and pop culture.
Retro Style Videos
復古風格視頻
流行于80年代和90年代的電子游戲，和好萊塢電影的復古圖像與視頻，被重新詮釋后，再一次流行起來。
Retro graphics and videos that reinterpret video games and Hollywood movies that were popular in the 80s and 90s became popular again.
Fritz Coffee Company Brand Identity
Fritz Co?ee Company品牌識別
韓國著名咖啡品牌，Firtz Coffee創(chuàng)造了獨一無二的，具有復古logo和圖形的品牌標識。
As well known cafe branding case in Korea, Firtz Coffee created a unique brand identity with retro logo and graphics.
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趨勢不會朝一個方向發(fā)展，它可以擴展成各種各樣的方式，就像我們看到的反映了最新趨勢的3D、AR/VR技術也包含了復古風格一樣。我們希望這些不同的趨勢能以新的方式被應用，從而創(chuàng)造出新穎而有趣的設計。
A trend does not flow in one direction but can extend to various ways as we see how latest design trend reflects technologies such as 3D and AR/VR but also contains the retro style. I hope that these various graphic design trends will be applied in a new way, so that creative and interesting design outputs can be created.
感謝您的閱讀，圖形設計趨勢至此告一段落，敬請期待下一篇"IP形象設計趨勢"…
Thanks for your reading and it comes to the end of Graphic Trends. IP Character Design Trends are coming soon…
感謝閱讀，以上內容均由騰訊ISUX團隊原創(chuàng)設計，以及騰訊ISUX版權所有，轉載請注明出處，違者必究，謝謝您的合作。
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