Analysis of trends in logo design...

Progressing from the swooshes of recent years, this page covers the recent movements in corporate logos:

slinky
This is an effect that is one generation past the swoop: Instead of just making the short stroke, these marks loop in orderly patterns often above the company name. The curvilinear form is very reminiscent of the fun of a Spirograph, and perhaps these accurate but flowing forms suggest the feeling of accomplishment and satisfaction that two plastic gears, four pins and a ballpoint pen can provide: It's a simple victory.

Graphic Design USA