Early on, I lived in New York for almost ten years. Then, I received my Bachelor of Fine Arts from the Academy of the Art University of SanFrancisco. I have been immersed in an international environment for most of my life. I love to travel around the world and experience different cultures, butI tend to spend a lot of my time in the country I was born, Ecuador. Over the years, I've had the privilege of collaborating with clients in many countries. I've worked with brands in my hometown and country, and I've enjoyed working with them very much.
In Ecuador, 95% of the dentistry businesses I've seen incorporate a tooth or teeth into their brand. It's common for clients to envision their brand with familiar imagery that allows them to be easily recognizable to their customers because these design elements have been successful in the past. Unfortunately, familiar imagery and symbolism often prevent a business from standing out. If every dentistry office uses a tooth symbol within their branding, eventually, every business will begin to blend. The tooth logo is a bit overdone and outdated, and it could be more beneficial to create a sense of identity within their brand. Taking risks is an essential design component, as it allows you to push the boundaries of traditional thinking and helps cultivate an authentic and original identity. One of the best parts of my job is that I can highlight a brand's individuality and create a unique vision to help set a brand apart within its industry.
Another example of carbon-copy branding in an industry is Optometry. Often, an optometrist will use eye symbolism within their brand. Eyes are the easiest and less creative choice for a business in this industry. Similarly, architects commonly use bold shapes and shadows for their branding logo. After a while, these brands tend to all get lost in the sea of similarities.
I've noticed that this lack of individual brand expression occurs everywhere, but it's more prominent in smaller cities, countries, and communities. I believe this happens because people in smaller areas tend to care more about what others in their communities think and prefer not to standout from the crowd. Because of this, they keep their branding safe and don't take necessary creative risks.
Being open to new ideas is essential for a brand's longevity. Imagine if Apple didn't take a risk and incorporate an apple into their logo. What if NBC didn't decide to have a peacock in theirs? Or, what if Starbucks didn't include their iconic siren symbol within their identity? These are a few of the most successful logos of all time. These logos are memorable and unique, make a statement about their business's identity, and allow them to stand out from other companies within their industry. Maybe, if Apple chose a computer as their logo, NBC a TV, andStarbucks some coffee beans, they wouldn't have garnered the same success and popularity as they have today.
