The lack of common sense in following logo design trends

logo design trendsWe all know that following a trend also means that your will be, whether intentional or not, forfeiting the “uniqueness” factor which is a requisite that helps in the ultimate goal of branding, differentiation.

It’s a no-brainer that when one follows a trend, there are already a whole lot of people following the same trend. Come to think of it, there has to be a lot of people already following a style, for it to be declared a trend.

The more the merrier, my behind!

Looking, acting or doing like others leads to blending — which is any brand’s biggest nightmare.

Any great logo designer will tell you that uniqueness is an integral part of their aspiration when designing a logo.
The common excuse that logos can get away with looking alike because they’re are not of companies trading in the same industry is utter nonsense!

When consumers see Carrier‘s logo, they shouldn’t have Ford within the same thought, competitors or not.

 A great logo, or rather if a logo is to be great, it also needs to be timeless. In simple English, not affected by the passage of time or changes in fashion.

Please do take a few seconds to digest that.

With that in mind, define what a trend is. No matter how much our definitions may differ, one thing that is likely to be common is the fact that,
trends are short-lived.

Now if you agree with the two points from the previous paragraphs, that a logo needs to be timeless and that trends are short-lived.
Does it really make sense for a logo designer to try achieve “timelessness” by employing a trend to its design?

Yes, there will be times where clients are the ones suggesting a certain look because they believe it’s “the in thing” — but that’s where you stop letting someone in need of a designer, lead the designer — you stand your ground and explain that the problem with that is that, the logo (and corporate identity) will look “so last year, next year” — it will look outdated.

You can get away with trends else where, but not on a logo.
A logo should never, ever be given a lifespan only fit for a poster.

There is also the so called “respected” industry leaders that cash in on collecting, publishing and selling books that showcases “logo design styles that were ‘in’ this year” — come end of each year.

The problem is that the “current” logo design trends are not compiled to help logo designers to stay away from them, they’re sold as an inspiration. Tell me one thing, in trying to inspire someone to be rich, which would be more effective? Showcasing lives of the rich or the suffering of the poor?
The issue I have with a lot of followers (industry) is that they develop a habit of leaving the thinking to their leaders (so called gurus).

Jeff Fisher gave a simple and on point comment regarding logo trends on a post by Jacob Cass that it deserves to be shared. He said,
“When a graphics industry expert proclaims something a current ‘design trend’ it is a ‘breaking news’ message to designers everywhere that the specific ‘trend’ should be avoided from that moment on – rather than followed by a thundering flock of design sheep.”

Logo designers should only browse through logo design trends with one mission, to see what sort of style or looks they should avoid.