What can you do to make sure you have a good logo? In theory, your logo should be simple, distinct, representative, memorable and flexible. Unfortunately, too often we see logos that have no personality or that copy the style of well-known brand images. So, let us introduce you to 7 clichés related to logos and how you can avoid them.
Before we begin, what exactly is a cliché? In short, a cliché is an idea or expression that is used too often. This idea has been used so much by people that it has become outdated and banal. This is the opposite of originality. What was popular a few years ago can quickly become a cliché today, hence the importance of knowing the latest trends and not being like everyone else.
Since no one is immune to clichés, we've come up with seven that you should avoid when designing your logo. Often, it's better not to be like everyone else and try to be original.
To start, if you choose to create a combined or signature logo, you'll need to choose a font for the text. Some fonts are unfortunately overused. Just because a multinational company has chosen a certain typography doesn't mean you have to use it too. Among the fonts to avoid are Helvetica and Futura. Since there are thousands of fonts out there, you'll most certainly be able to find one that meets your needs while being creative.
In the same vein, it would be important to mention avoiding exuberant or overly decorative fonts. At the moment, typographic trends mostly revolve around minimalism and simplicity. Decorative fonts were mostly fashionable during the 2000s and many are often considered obsolete.
A cliché seen too much in company logos is the need to show the company type in everyway. For example, many construction companies feel compelled to use a house icon. The same goes for dental offices that use a tooth icon. This has been seen a thousand of times. If you want to stand out in an industry, don't do like other companies. There are other ways to show what you do.
What do Amazon, Nike and McDonald's have in common? In addition to being multinationals with a brand recognized around the world, their respective logos use an arch. Since then, there has been a huge number of logos created with different types of arches. Unless it's relevant to your situation, avoid arches when creating your logo.
Here's another example of an old trend gone out of fashion. In the early 2000s, many companies added 3D effects to their logos. This idea has since been overused. The proof is in the redesign of several well-known brand logos in recent years, where this effect has been removed. So, avoid adding a 3D effect to your logo, unless it's minimal.
Your logo and business card are two very different things with different purposes. One mistake we see too often is adding way too much information and text to your logo. As we mentioned above, minimalism is one of the predominant trends when it comes to logos. Keep it simple. Don't add your phone number, website, or address to your logo.
Often, less is better. Again, in the 2000s, logos were often composed of several visual components, for example several icons or shapes. This has been done and redone. Move on to the 2020s by opting for something simpler. In addition to making your logo easier to use on the web, it will avoid giving it an amateur or outdated look.
So, how do you avoid clichés when creating your logo? First, we recommend seeing what others in your domain have done to avoid doing the same. You have to try to stand out, whether by style, type of logo, color palette, font, etc. If you are a hairdresser, you can use a different type of icon than a pair of scissors. The first step when creating a logo is to analyze your business, your target audience, and the market. With this information, it will be easier for you to create a logo that is representative and unique.
Next, we suggest you take the time to look at the new trends. Obviously, since these are trends, it is possible that other people will use them for their logo or branding. It's up to you to be inspired to create something that is both unique and representative. Put your personal touch on it!
In conclusion, any trend can become a cliché. Just because everyone else is doing it, doesn't mean you should do it too. It's up to you to find the components that will make your logo timeless. If you need a hand, don't hesitate to take a look at the advice of our experts. Good luck!