Why do so many brands change their logos and look like everyone else? The trend in logo design that started around 2017-2018 seems to suggest that being unique is now considered a handicap, and it is better to blend in with the crowd. This trend began with fashion logos, where all the quirks, peculiarities, and idiosyncrasies of tech and fashion logos were dropped, and a simple sans serif font became the norm.

Why do so many brands change their logos and look like everyone else? The trend in logo design that started around 2017-2018 seems to suggest that being unique is now considered a handicap, and it is better to blend in with the crowd. This trend began with fashion logos, where all the quirks, peculiarities, and idiosyncrasies of tech and fashion logos were dropped, and a simple sans serif font became the norm.

Sans serif fonts, which lack the small features known as serifs, have become popular for their simplicity, readability, and versatility. However, this simplicity comes with its drawbacks. Without additional details and features, sans serif fonts have limited 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 everyone else's logos, brands fail to achieve these objectives.

The use of sans serif fonts can be traced back to their creation in 1816, when they were chosen for their clarity and legibility in advertising and display use. They were particularly effective when printed at large or small sizes. In the early days of letterpress printing, where ink spread and aberrations were common, serif faces helped compensate for these imperfections. However, with advancements in printing technology and the need for cleaner, more legible fonts, sans serif became the preferred choice.

The simplicity of sans serif fonts allows brands to become empty vessels, ready to adapt to rapidly shifting trends. While their logos may appear similar, what these brands offer is completely different and effective, which is ultimately what matters to consumers. The trend towards sans serif logos can also be attributed to the need for readability, especially on mobile devices. Whether it's a huge billboard or a small footer link on a mobile website, legibility is crucial.

While standardization and readability may be driving factors behind the sans serif logo trend, it is important for brands to retain their distinguishing features and not discard decades of brand identity. Simplify and enhance legibility, but maintain the unique elements that make a brand stand out.

Moving on to the Double Diamond model, it is a design framework that was officially introduced by the British Design Council in 2005. The model consists of four stages: Discovery, Definition, Development, and Delivery.

During the Discovery stage, designers engage in mind maps, brainstorming, desk research, field research (interviews, focus groups, observations, and consumer journey mapping). This stage is about gathering information, uncovering insights, and understanding the problem at hand.

The Definition stage is where the ideas and data collected during the Discovery stage are filtered and refined. This stage sets the context for product development, assesses the feasibility of the project, and ensures alignment with the corporate brand. It is crucial to avoid focusing on irrelevant data and to pass on only the most relevant findings to the next stage.

Development is the next stage, where prototypes are created and tested. By involving different departments in the design process, fewer prototypes are needed, and potential problems can be identified and addressed earlier. Microsoft, for example, emphasizes the importance of designers using their own creations, known as "eating their own dog food," to understand the user experience better.

The final stage is Delivery, where the refined solution is implemented and launched. This stage requires a professional tool that allows for quick and efficient design changes, ensuring a smooth transition from development to delivery.

In conclusion, the trend of brands changing their logos to look like everyone else may stem from a desire for simplicity, readability, and standardization. However, it is crucial for brands to retain their unique elements and not sacrifice their brand identity. The Double Diamond model provides a structured approach to design, emphasizing the importance of discovery, definition, development, and delivery. By incorporating this model into the design process, brands can ensure that they truly understand their users, filter and refine their ideas effectively, and deliver solutions that meet both user needs and brand objectives.

Three actionable advice to take away from this article are:

1. Prioritize readability, especially in the digital age where mobile devices dominate. Choose fonts and design elements that enhance legibility across various platforms and sizes.

2. Embrace the Double Diamond model or a similar design framework to guide your design process. Invest time and resources in discovery and definition stages to truly understand the problem and align it with your brand's values.

3. Involve different departments and stakeholders in the design process to streamline development and testing. By collaborating and sharing insights, you can reduce the need for multiple prototypes and identify potential issues earlier.

In a world where logos are becoming increasingly similar, it is essential for brands to find the right balance between simplicity and uniqueness. By prioritizing readability, embracing structured design processes, and involving diverse perspectives, brands can create logos and designs that stand out in a sea of similarity.