fashion sketches
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?

For more, read these logo design tips from the field.


November 9, 2009


You’re not selling design your selling your clients product. So a trend may not be relevant, it’s not wishful thinking its just an approach we should adopt as responsible designers. By all means be aware of changes in trends but choose a direction carefully. Thoughtful identities will not date and quickly as trendy approaches…..

You had me right up until “trends will be left to the fashion industry.” You think Haute Couture is all about following trends?

Agreed! Logo design needs to last. If it’s going to be outdated in a year or two, it’s really no good. Thanks for the great reminder! Though, I feel the need to point out that the particular fashion designs shown here are actually quite timeless. The classic trench, the tie at the waist, that silhouette. Those looks never go out of style. ;)

Not following same trends as competitors sets you apart and is probably good in most cases.

As long as you don’t try too hard to set yourself apart and miss what the public wants it’s good.

Logos should be built to last.

Well said, Rajesh.

Taz, that’s an interesting point, but at the same time, don’t fashion trends play a huge part in the fashion industry? My point is that trends shouldn’t have such prominence where logos are concerned, and maybe the same can be said of haute couture.

Alison, yep, maybe I could’ve chosen a more accurate image. But I love those sketches. They take me back to my college days, and one of my classmates in particular who focused on fashion. Great guy. Sadly, lost touch.

Great points. I think it’s really important to stick to this kind of mindset as otherwise no one would really produce anything unique! I love seeing logos that break the mold. Even if they aren’t all that great, at least they’re interesting.

Yes, very good. There are a lot of current trends in logo design that I will be very happy to see the back off. Can we make everyone promise to stop using negative space for a while?

Super article David. I concentrate on how my client is different when I’m sketching. That alone makes it difficult to follow trends. Best advice? Be your own trend …

Giulietta, Fearless Branding Enthusiast

Most appropriate right now as I work on an identity project.

I think I’ve managed to do all this. Quite happy with it.

I was lucky enough to talk to Massimo Vignelli and his wife Lella last weekend. One thing he said that stuck with me was to stay away from trendy design, establish your own principals and stand by them.

Thanks David.

Great advice for anyone trying to break into the graphic design industry. It’s extremely important to set yourself apart from the pack early and establish a reputation based on your own talent, not trends.

Tessa Carroll

A client once asked me what colour was trendy for logo’s this year. My answer was ‘if you follow fashion you will soon be out of fashion, good design is about doing the right thing for the right client.’

Can’t believe I’m about a month late to the discussion… great post.

I abhor fashion and design trends that lack real value. Period.

As a creative, if you study design history of any aspect you/we will discover that designers who transcend of-the-moment trends can/will create legacies of their own. (Think architecture, product design, furniture and others.)

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