The Trend of Logo Design: Blending In or Standing Out?

The Trend of Logo Design: Blending In or Standing Out?

In recent years, there has been a noticeable trend in logo design where many brands are changing their logos to look like everyone else. It's as if uniqueness has become a handicap, and conformity is the new norm. This trend initially gained traction in the fashion industry, but soon spread to other sectors as well. The distinct quirks, peculiarities, and idiosyncrasies that once defined tech and fashion logos were replaced with simple sans serif fonts.

Sans serif fonts, as the name suggests, are fonts without the small features known as serifs. These fonts are known for their simplicity, readability, and versatility. However, their lack of additional details and features also means that they have fewer options for differentiation. The purpose of a logo is to be instantly recognizable, different, memorable, and reflective of the brand's values. By blending into the crowd, brands fail to achieve any of these objectives.

Interestingly, sans serif lettering and fonts were first introduced in 1816 for advertising and display use. They were popular for their clarity and legibility, especially when printed at varying sizes. In the earlier days of imprecise letterpress and inconsistent paper sizing, serifs were used to compensate for ink spread and aberrations. The serifs helped ensure that the corners of the letters were fully imprinted. However, with advancements in printing technology and the move towards digital platforms, the cleaner and more legible sans serif fonts became the preferred choice.

The simplicity of sans serif fonts allows brands to be versatile and adaptable to rapidly shifting trends. While their logos may appear similar, the value they offer and the experiences they provide to consumers are often completely different and effective. In the end, it is the consumer's perception and experience with the brand that truly matters. Therefore, the trend towards sans serif logos can be seen as a way for brands to position themselves as empty vessels, ready to accommodate evolving consumer preferences.

One of the main reasons for the rise of the sans serif logo trend is readability. In our increasingly mobile-driven world, logos need to be legible across various devices and screen sizes. From huge billboards to tiny footer links on mobile websites, simplicity and legibility are crucial for effective communication. However, while aiming for simplicity and legibility, brands should not discard their distinguishing features. It is important to retain what the brand has built over decades and find a balance between conformity and uniqueness.

The question of why people collect things is a complex one. On one hand, the accumulation of valuable and scarce objects can provide individuals with the resources to live a prosperous life. The search for value, whether emotional or monetary, is a driving factor behind collecting. On the other hand, the emotional value attached to objects is equally significant. Losing a cherished item, such as your deceased grandmother's antique necklace, is a loss that no amount of money can compensate for.

Collecting also taps into our primal survival instincts. The act of collecting and possessing items gives us a sense of security and control over our environment. Moreover, collecting can be a means of forming connections and a sense of belonging. Meeting other collectors and nurturing positive relationships within a community of collectors can enhance our sense of identity and purpose.

In the digital realm, we also see the concept of collecting in the form of web highlighters. Users collect and curate excerpts about topics of their interest, forming their own digital collections. These collections not only serve as a personal resource but also allow users to connect with like-minded individuals and find their "tribe" online. The act of collecting in this context becomes a way to keep valuable information accessible whenever needed.

In conclusion, the trend of brands changing their logos to look like everyone else raises questions about the balance between conformity and uniqueness. While readability and standardization may be driving factors behind this trend, it is important for brands to retain their distinguishing features and not discard what they have built over time. Additionally, the act of collecting can be driven by a search for value, emotional attachment, and a sense of belonging. Whether in the physical or digital realm, collecting allows individuals to create personal connections and curate resources that are meaningful to them.

Actionable Advice:

• 1. Embrace simplicity and legibility in logo design, but find unique ways to differentiate your brand from the competition.

• 2. Preserve the distinguishing features and values that your brand has cultivated over time, even as design trends evolve.

• 3. Foster connections and a sense of belonging within your brand community, whether through physical or digital means, to enhance the emotional value and loyalty of your customers.