Skip to main content

Nobody wants a clichéd logo.

It means you’ve used an idea that is too obvious, and too overused….And it’s something which probably lots of your competitors have done.

You’re better than them – you deserve a company logo that stands out.

It can be hard to protect against clichéd ideas, especially if you need a logo to use as soon as possible. But if you follow these 11 tips I promise that you’ll end up with a logo that does your company justice.

1) Spend time getting inspired

The easiest way to protect against cliché is to start with an original idea. Easier said than done? Check out our article for places to get inspiration for your logo (including some rather unusual ones you may not have thought of).

2)Write a good quality brief

Give your designer as much information as possible and maximise the number of ideas that they can draw upon. This is about your designer understanding the unique qualities of your company – so make it as clear and detailed as you can.

3) Use a professional logo designer

A professional logo designer makes it their job to think creatively about how to interpret your ideas and your brief in a custom and original way. While their hands are tied by the specifications and ideas that you provide they are skilled in bringing out that spark which makes you, you. Plus, if you want advice on additional ideas and directions you’ll be in the hands of an expert.

4) Get a wide variety of concepts designed

The more concepts you get, the more alternative interpretations of your brief and your ideas that you’ll get.

5) Be critical of your ideas and your designs

Look at your ideas and your designs with scrutiny. Try and put yourself in the shoes of your customers and see your company as a stranger would – do they get the right impression?

6) Think carefully about colour

Colour is an important decision in logo design. Don’t make the decision lightly. See what your competitors do and consider using a different colour so that you stand out – but make sure the psychology and associations are still right. Take a look at our INFOGRAPHIC on the impact of colours on your logo to learn more.

7) Have meaning behind your icon

Don’t have an icon for the sake of it. A successful logo icon has meaning behind it, and one of the easiest way to fall into cliché is to use an obvious icon that has no real thought behind it.

8 ) Try a different style

All the same elements of a logo in a different style make a very different logo. Don’t be afraid of trying more than one style to see how it looks and whether it fits you.

9) If you’re going to have a character, be sure to give them life

If you want to have a character in your logo make sure that they are fully developed. A successful character is unique, original and has a real spark of personality immediately evident. Tell your designer a bit about them to help them draw this out.

10) Display more than one basic emotion

The more nuanced a feeling you want to get out of your logo the better. If you just want your logo to be happy, or sophisticated, or luxurious then you are more likely to end up going down a clichéd design path. 3 or more feelings and you are starting to really narrow down on your uniqueness.

11) Ask for opinions

Ask your colleagues, friends and family for opinions throughout the process. Do they think your ideas are original? That the design accurately portrays your company values? Is it effective at communicating your message?


And remember – even if you start with a slightly clichéd idea doesn’t mean you’ll end up with a clichéd logo. It’s all about the execution, the revisions and imbuing your logo with significance. Why did your mind spring to that idea? Can you develop it?…Now we’re getting somewhere!

Enjoy creating your logos everyone! They’re going to blow your competition away!

Like our tips? Subscribe to our small business and entrepreneur advice blog

Our blog is full of great tips on design and marketing to help you learn how to become a more successful and knowledgeable business owner. Click here to subscribe.