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Corporate Logos: Familiarity breeds similarity?

It’s happening again. A new breed of corporate logos is out there. This time they feature the intergalactic “swoosh” and the spontaneous “splat.”

It seems that every 15 or 20 years, there’s a new “hot trend” in logo development. In the 1980s and ’90s, companies gravitated toward abstract geometric shapes – a look that was presumably more sophisticated than the traditional logo imagery … but also far more forgettable.

Now it’s become popular for companies to adopt logos that convey a sense of flexibility and fluidity – ostensibly presenting themselves as more nimble and responsive in today’s fast-changing business world.

The trouble is, these logos are beginning to look as indistinguishable as yesterday’s geometric cubes.  

How often are we being confronted with a new swoosh and a star? Or yet another playful splotch? 

(Of course, everyone knows that the corporations sporting these new logos aren’t any more futuristic or flexible than they were before they adopted them!)

When it comes to a new logo, it pays to avoid the herd mentality and go back to basics. Connect your logo to what your company is and does.

Consider a logo style that incorporates your name. Strive for an appearance that will retain its appeal over many years, and that avoids looking faddish or derivative.

And, always remember that the most effective logo is a powerful “shorthand reference” that successfully reinforces a company’s market position.


Contact Mullin/Ashley

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