How different should your logo be?

If your company’s logo doesn’t stand apart from the competition, is it a fail? Not necessarily.

What the quantitative research says
It’s been shown that logos in the same industry look more similar to each other than they do to logos from other industries. And that’s the case even if you eliminate non-abstract pictorial elements, such as wings for an airline.

But why, you ask? Sociologist James I. Bowie has a theory. He believes the reason brand logos align with industry norms is that it confers a certain legitimacy on the company or product – which may be even more important than differentiating your brand.

Our take on designing for your industry
While we approach logos from the perspective of designers rather than sociologists, we instinctively give a nod to a company’s industry in our work. After all, logos need to say a lot with a little, so any relevant associations you can draw for the customer only help your brand. If your insurance company logo looks like a fast food chain or your Internet company looks like a sports team, you may lose credibility fast.

Of course, the ideal logo will deliver the best of both worlds, which is what we always strive to achieve. It should feel like it belongs comfortably in its category, yet also stand apart as its own unique creation.