The logo design untrend manifesto

Image credit: Anand Duncan

You won¡¯t search for the latest fads.

You will produce logos that don¡¯t rely on what every one else is doing.

The focus will be solely on your client, and what is most suitable for her.

If the client needs a swoosh, deliver a swoosh. But you must first determine that need through comprehensive research and brainstorming.

You will not feel compelled to ¡°fit in¡± with your peers. If someone else is doing it, that¡¯s one more reason to set yourself apart.

Your competition will be your portfolio, with the aim of delivering the client with your most distinctive yet relevant design to-date.

Trends will be left to the fashion industry.

Wishful thinking?