The Noun "Churros"?

Lately, there’s an all-too-familiar pattern in the branding projects of many agencies. The recipe seems set in stone: a wordmark in a minimalist, utterly soulless typeface, or its trendy alternative—a more classic serif that looks overly friendly and "quirky". Add to that a symbol attempting to evoke some pseudo-abstract concept related to the company. A symbol that, more often than not, looks like it was just downloaded straight from The Noun Project.

It’s undeniable that a brand goes far beyond its logo, and I'm not questioning the depth or the quality of the strategy these agencies are selling their clients. But on a visual level, the question has to be asked: do they not realize that all their brands are ending up looking exactly the same?

Given the months of development these projects require, the size of the teams involved, and the hefty price tags attached to them, one has to wonder if this is really all they have to offer. If the trend of churning out cookie-cutter brands continues, we run the risk of never seeing strokes of genius like [insert your favorite example here] ever again.

A truly transformative brand strategy shouldn't settle for a generic visual execution. If the goal is to equip a company with the tools to take a leap in its growth, the final result demands an identity that is not only strategic, but also fiercely recognizable and unique.