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How To Avoid Designing Generic Logos and Overused Concepts

In the logo designing game, there are many players. Logos are the face that clients put to a company name, so every business or organization out there has one.

With so much competition, it's understandable that certain concepts will be overused; after all, if something looks like it's working, then someone will create a knock off version.

A logo should be customized for the company, not picked out of a lineup.

One of the best ways to avoid an overused concept for a logo is to know it when you see it.


Generic Workmark or Lettermark Logos



But when the typeface just isn't up to the job, the logo doesn’t even have a chance.

Extremely simple, minimalist fonts do have their place, and they can be used well — but that usually requires some element other than just a font on its own. A simple block or frame logo with a simple letter won’t do a whole lot to stick in the viewer’s mind.

Credit: freepik.com

Credit: freepik.com


The same goes for spacing and repetition. Using a generic font multiple times does not make it less generic.

Generic Wordmark or Lettermark Logos


Even small variants in logotypes can make a huge difference.

So if you’re looking at a possible logo that seems quite common and you like the font, try tweaking the colors and some of the lines to make it your own.


Beware of fonts that are overused, such as Ethnocentric, which pops up continually in lettermark and wordmark logos, and fonts that just have no business being in any self-respecting logo, such as Papyrus.

Let’s analyze a few of them, shall we?

Satisfaction:


Avenir:

A bold but safe and generic typeface, Avenir is known for telecommunication company logos such as AOL. While it’s important to let people know exactly who you are, consider a less used font like Brandon Grotesque, also a sans serif with no fear about its identity.

Credit: Brandsoftheworld.com

Credit: Brandsoftheworld.com


Papyrus:

For something lanky and different that doesn’t want to make a designer weep, opt for another font such as Futuracha.

Credit: brandsoftheworld.com

Credit: zendenyogaschool.com


Futura:

Credit: brandsoftheworld.com

Credit: brandsoftheworld.com


Helvetica:

On a general note, Helvetica can be considered as a rather tightly-spaced font. In some instances where the size of the design is small, this typeface works amazingly but then designers need to make sure it is legible.

Its very popularity makes it an overused logo design element. Remember the saying about too much of a good thing! Everything from airlines to undergarment sellers use this type in their logo. Give another font, like FF Din, a try in your logo.

Credit: brandsoftheworld.com

Credit: brandsoftheworld.com


Trajan Pro:

Trajan Pro is an older style, a traditional typeface based on Roman capitals. It’s used commonly in law-related pieces of design, as it has a solid, respectable feel. If you like the vintage taste of this font, as well as the respected quality, try the vintage font Akura Popo, which is similarly solid and traditional while also being less frequently seen.


Handel Gothic:

Another sans serif font based on geometric shapes, Handel Gothic has some unexpected curves to it which, theoretically, give it an extra tone of unusual quirk. However, just as with the other fonts on this list, it’s sort of been done to death. Try a futuristic font such as Neo Sans.


Generic Abstract Logos

What is an abstract logo?

So abstract logos can be extremely memorable.

When are they not?

The job of an abstract logo — the job of any logo is to produce a response in the viewer and to be memorable to them. With an abstract logo, success depends on the viewer; some designs will appeal to one person more than to another.

But cold, clinical, generic abstract designs are never a good idea for a logo.

If your logo looks like it was put together in five minutes, or just says "amorphous blob" to the viewer, it won’t leave a good impression on your potential customers. You want your logo to be memorable, it’s true, but not because of how bad it is!

Credit: istock.com/Stefan Ilic

Credit: istock.com/vladwel


Simplicity is often best when it comes to logos, but there is such a thing as too simple. If you are drawn to a certain shape that qualifies as "generic," try adding a pattern or color choices that make it stand out and evoke something in the viewer.

Even better, try variations in the same shape. Thicken the lines or move them entirely; morph the shape organically, little by little, to make it something truly unique. The Nike swoosh, mentioned earlier, is simple, but it works because it has direction.

Abstract logos that are poorly designed can just look like jumbled up shapes and colors. Look for harmony between the elements and remember to keep it simple.

While we're talking about Nike and swooshes, let's analyze the concept a little further. Since the swoosh is technically an abstract logo element, it lends itself to all sorts of variations. That in itself, however, isn’t always ideal. Since it is so easily adapted, it tends to get adapted over and over.

Credit: istock.com/artvea

Credit: istock.com/artvea

Credit: istock.com/artvea

Credit: istock.com/artvea

Waves: Waves are easy, right? Just put a couple of lines on the page, put a bump in them, and adjust the thickness. Yeah, they’re a little too easy. For any company or group that has a connection to water, it can be very tempting to stick with an easy to identify generic logo such as this. But there’s a lot more out there! Be as the ocean — don't limit yourself.

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


People:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Shapes:

The Pepsi logo is one classic example of a more generic swoosh shape becoming a memorable logo, though that may have a lot more to do with the color scheme (and a big marketing budget) than any merit of the swoosh shape itself. As can be seen from this example, it's probably much easier to do it wrong than to do it right.

Generic Iconic Logos

Iconic logos, to put it simply, are based on icons. An iconic logo will center around a graphic image, often minimalistic and easy to replicate. Think of the bird from the Twitter logo, or the simple blue and white scheme that creates a box for Dropbox.

Credit: freepik.com/rawpixel

Credit: istock.com/arivana ningsih

Credit: istock.com/Stefan Ilic

Credit: istock.com/troyka


Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Credit: istock.com/-VICTOR-

Credit: istock.com/-VICTOR-

Credit: istock.com/-VICTOR-

Credit: istock.com/-VICTOR-

Credit: istock.com/LueratSatichob

Credit: istock.com/LueratSatichob

Credit: istock.com/LueratSatichob

Credit: istock.com/LueratSatichob


It's easy to think inside the box when it comes to designing an iconic logo. It’s a big box! But by combining shapes, creating new shapes, and thinking about what your company signifies rather than just what it does (using puzzle pieces for a fix-it company, for instance, rather than a wrench or a hammer icon) you too can put together a logo that means something other than, "Oh, look, another generic logo."

Take a look at any given industry, and do a quick run-through of logos up for sale on logo sites. Even a cursory glance will probably tell you the facts: each market has its favored style of a logo, and by “favored,” we mean “overused to the point of being generic.”

This is because these concepts are easy — they directly tell the viewer what the company is about, without having to be clever about it.

Unfortunately, lack of cleverness does not equal memorability; any industry with a glut of a certain logo type or element is going to dissolve into a mishmash of generic companies, and only those who reach for something different have any chance of standing out.

Below, we'll take a look at some of the most egregious offenders in certain markets.


Real Estate:

As mentioned above, anything that has to do with housing tends to drift toward that same rut when it comes to logos; ie, the logo will be something that has to do with housing.

Credit: freepik.com

Credit: istock.com/HS3RUS

Credit: istock.com/ecyaseen

Credit: istock.com/Stefan Ilic


Health:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com



Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Finance:

Credit: freepik.com

Credit: istock.com/marko187

Credit: istock.com/marko187

Credit: istock.com/marko187


Communication:

Credit: istock.com/Stefan Ilic

Credit: istock.com/abu hasan ahmad

Credit: istock.com/Stefan Ilic

Credit: istock.com/marko187


Automotive:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Photography:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Beauty:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Veterinary:

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com



Generic Design Elements in Logos

Generic Shape Elements:

istock.com/Avector

istock.com/Ganna Galata

istock.com/Stefan Ilic


Trans-letter swoosh: Another commonly overused logo element is the letter-joining swoosh in lettermark or wordmark logos, and though the idea is to unify the monogram, what it often does is just render your logo indistinguishable from everyone else with the same concept.

istock.com/Eko Priyono Asmadi

istock.com/Eko Priyono Asmadi

istock.com/Eko Priyono Asmadi

istock.com/alluranet


Arrows:

Credit: istock.com/200degrees

Credit: freepik.com

Credit: freepik.com

Credit: freepik.com


Globes:

Credit: freepik.com

Credit: freepik.com

Credit: istock.com/Stefan Ilic

Credit: istock.com/Amanmana


Sometimes logos can combine overused logo elements, perhaps with the idea that they will cancel each other out — but that doesn’t usually work well.

The goal of any logo is to be memorable and effectively communicate to the viewer what the company is.

Choosing a generic or overused logo is exactly not the way to achieve this goal. By giving these time-worn logo elements and overused concepts a wide berth, you're giving your logo a chance to be its unique self, making a lasting impression on everyone who sees it.


*This post was originally published on Logo Design Guru.