Also, the use of generic symbols. Using really obvious icons in a logo, for example how many coffee shops have you seen with a coffee cup in the logo? Or dentists that use a tooth in their logo?
I don’t know if it’s a cliché, but I don’t like monograms, like two interwoven letters. If you google any two letters, you’ll come up with loads of ways that those two letters can look together, it’s very clever but generally it’s overused and it’s not saying anything about the brand.’
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