This article presents a tool for visual discourse analysis that allows stylistic research indicators to be systematised. The tool, called Matrix for Documentary Analysis, is based on the theoretical aspects of visual semiotics. It can be used to describe

This article presents a tool for visual discourse analysis that allows stylistic research indicators to be systematised. The tool, called Matrix for Documentary Analysis, 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, allowing us to think in a restyling trend phenomenon attached to the use of internet.