Logo design like any other design discipline faces the ever changing variable of trends. Trendiness may play a part in the creation of a logo but originality, communication and a certain consistency is the key in creating an identity which takes it beyond trend to give it longevity.
Logo design has a fluidity like no other graphical design discipline because it doesn’t have to succumb to trends. What’s important is the identity it creates and how that identity may change over time as oppose to keeping up with trends.
Trends however are not to be ignored. Trends are a sign of the time, a sign of change, modern lifestyle and culture which automates the idea of being current. The danger that comes with using a trend for a logo design is that a trend will go out of fashion and in turn make your identity look outdated very quickly.
In addition trends are just that, a trend, because they spawn from pop culture. Succumbing to a trend may give you a contemporary relevance but also a monotonous identity, similar to every other business following the same trend.
In light of the above what works better for logo design is styling. Style produces more positive outcomes for the creation of an identity. For one, style is more of a personal attribute, projecting a unique image for an identity as oppose to a popular trend. Because of that, style can be altered to become functional, original and purposeful as a longstanding identity. Last but not least, style can be narrowed down as a past trend. In doing so a past trend is one which is seen as classic and familiar which helps to improve communication and create a stronger and original identity.
The purpose of logo design is to represent something; you, your business, service or product, and communicate it regardless of style but style whether minimalistic or heavy helps to achieve that message. It transforms just a logo design into an identity.