The logo trap

So you have a business or are launching one and you need a logo. Logos can cost anything from a tenner if you use a logo maker like Canva or Adobe Express, to $1million, or more, if you are a global brand like Pepsi.

A logo maker can be the perfect answer for someone who needs a logo fast and doesn’t have much time or money. But too often businesses will keep their first logo for a long time and decisions you make in haste might not suit your brand in ten, five or even just two years’ time.

A graphic designer will take the time to get to know you and your brand, its values and the client base. Armed with this information they will create the brand – the colours, fonts and imagery will all represent the brand on every level, and the logo is a part of that. So you see you don’t just need a quick logo, you need a brand.

GENERIC LOGOS TO AVOID

Generic logos use graphics from image libraries and yes, logo makers, and they are so overused they are very easy to spot.

THE V PEOPLE

Abstract, gender neutral and often used in charities, sports or service-based industries. While great in theory, this abstract humanoid is devoid of any originality and looks dated and cheap like 90’s clipart!

GLOBES

Companies latch onto the idea that they want to look global but end up using such an overused symbol that they appear dated and very local.

GRAPHS

An arrow that points up and to the right which means you’re successful, right? Unfortunately, it’s a concept so common it has lost its meaning and doesn’t show anything unique about your business.

ROOFLINES

How many vans in your town have rooflines plastered across the side? They are the first choice of many a roofer, builder or anything property-related, but unfortunately, looks as if it was designed by the builder themself!

HEALTH

Hearts, hands and crosses. These are universally recognised symbols of the medical and health industry and were initially designed to be so for anyone who couldn’t read. But the problem with this now is that using them makes it hard for them to stand out, and they look old-fashioned and cringe.

Creating a beautiful unique logo

A successful logo, rather than using a generic shape which is overused and obvious, taps into the unique message and underlying qualities that the brand is trying to express. It’s the same as using the V person, if it looks just like all the other brands what’s the point? If you want your logo to be different from the rest and stand out from the competition, it’s important to remember the ways in which your brand already does this.

Your brand isn’t generic and your logo shouldn’t be either.

If your logo contains a graphic described above, it might be time to consider a rebrand.
Get in touch for a free consultation.

logo Design trends for 2025

If you’ve read this far, then maybe you’re open to updating your logo for something on-trend. Read on for inspiration…

WORDMARKS INCORPORATING SUBTLE ICONS

The name of the brand with a graphic element in place of one of the letters, or cut out as the negative space. Think Fed Ex’s secret arrow.

 ETCHED EMBLEMS

This classic logo type is contained within a shape and works particularly well for brands associated with old school or artisan techniques. Establishment dates and locations can firmly root the brand and look great on merchandise.

DESIGNED BY BAKER LISA MCSORLEY

CHUNKY AND BUBBLE LETTERING

These logos are a step away from being a blob, but this trend is a clever way to shape and sculpt a logo and it’s fun and modern, while also natural and bold.

DESIGNED BY BAKER LISA MCSORLEY

BRUSHWORK

Hand drawn graphics and handwriting fonts are a human creative reaction to the AI optimised world. There are myriad handwriting fonts to play with, so there’s no need whatsoever for comic sans – while this font is continued to be used in primary schools it will not have its renaissance in the real world!

DESIGNED BY BAKER LISA MCSORLEY

RETRO FONTS AND COLOURS

Match serif fonts with retro candy and sorbet colours they give a familiar and fun vibe, exuding optimism and youthful energy. Adding gradients to your bold colours and a grainy texture will elevate the designs further.

DESIGNED BY BAKER LISA MCSORLEY

 If you are looking for a logo for your new business, get in touch for a free consultation.