A writer recently asked this question on twitter, showing some of the recent logo updates that a lot of tech and fashion brands have come out with:
Are logos starting to look the same?
The proof he shares is – well – unsettling. There’s been a huge trend toward the minimal, sans serif look and it does indeed appear that logos are starting to look the same.
As a brand designer with a specific niche of creative businesses, it’s very important for me to create unique brands for each business I design for. No business and no business owner is exactly the same, and I have a method for ensuring that each brand I create is as unique as the business I’m creating it for.
Start with strategy
Each design decision needs to be based on strategy, to have purpose. This is why I don’t blindly follow trends or pick things because they’re cute or have a feel that I personally like.
Following design trends isn’t bad but it needs to make sense for the brand I’m designing for.
Before we get started on the design portion of the branding process, I have my clients go through the brand strategy process to get to the core of the heart behind their brands.
Knowing your why and what drives you forward in your business is so important. Your values – what does your brand stand for? Quality? Connection? Also (so important!) – what are your goals? Are you hoping to get into education? Be a leader in your industry? Raise your prices or reach a higher end clientele?
When we identify all of these important aspects of your brand, we figure out how to translate that into a fully custom visual brand that communicates your values and supports your goals and is also distinctive from others in your industry.
Create a robust, detailed brand
Another important aspect of creating a unique brand is remembering that a brand goes much deeper than just a logo. Many of these brands shown above may have a similar logo, but their website, marketing, ads, brand voice/personality, etc are all vastly different.
When I design brands, we go beyond the main logo that’s shown at the top of your site. I create a variety of secondary logos and monograms that can be used in all kinds of print materials, on social media, and other collateral.
I create a unique color + font palette that can be used throughout your brand to maintain consistency.
If the brand calls for it, I may create hand drawn graphics, patterns, or backgrounds for social media.
Additionally, I create business cards, thank you cards, magazine style guides, and more.
Look beyond design for inspiration
Something that I do, and I encourage my clients to do when making their inspiration Pinterest board is to look beyond design for inspiration.
I love to look at interior design, architecture, fine art photography, patterns, color, fonts, and typography vs looking at logos for my inspiration. Nature is hugely inspiring to me, too.
If you’re looking for inspiration, focus on the aesthetic and feel instead of asking your designer to copy a logo. I think about the words my clients use to describe their brand – for example high end, classic, blush – and search for those terms with the word “aesthetic”.
So it may look like “blush aesthetic” or “classic aesthetic” or “fine art wedding aesthetic”. I often find great texture, color, and shape inspiration searching this way, and I can avoid just looking at other logos.
Lean into what makes you “you”
No one is like you! Let your uniqueness and personality shine through in your brand and your marketing – don’t worry about fitting into a mold and your overall business and brand will be stronger for it.
If you want to create a unique, strategy based brand for your business, I’d love to chat with you! Head to the contact page and send me a message.
Lyra Studios creates purposeful brands for women in business so they can be recognized in luxury markets and build connection at every touchpoint. If you’re ready to ditch the DIY cycle and create a brand that will help your business grow, get in touch and let’s get started.
