Deepak Singh Ola
25-08-2023
Generic design consists of elements that have been used so many times that they no longer have the essence of their original creation. In terms of brand identity design, it can be broken down into generic brand names, generic logos, generic fonts, and generic brand colours. Let's discuss them one by one.
Generic brand names, as the term suggests, are brand names that use commonly used words or trends within the industry. These names lack distinctiveness and are less memorable. For example, after Spotify became famous, a lot of startups emerged with "ify" as a suffix (see the picture below). Just because Spotify has become a big success, that doesn't make it a good decision for the other companies to use this suffix in their brand name. There are thousands of companies and products that have the suffix "ify," and all of them come under the category of generic names. If a brand name is generic, consumers get confused and find it difficult to distinguish a product from others in the market.
Generic logos are logos that lacks distinctive features and use common symbols, shapes, or concepts. When you see a logo and feel like you've seen it somewhere before, chances are it is a generic logo. For example, real estate logos that use buildings and houses in their logos, hospital logos that use hearts and ECG patterns, and organic product companies that use leaf and crop symbols as their logos, and so forth. A generic logo makes it difficult for customers to recall a brand when making purchasing decisions. It struggle to attract attention and might lead potential customers to choose a competitor with a more compelling and distinctive brand identity.
Generic Typefaces are commonly used typefaces that are free or pre-installed on most computers and devices. Due to their easy availability, many companies use them without understanding their impact on their brand's identity. It's important to note that these typefaces may not have any inherent design flaws, as they were carefully designed by professional type designers. However, due to their overuse, they have lost the uniqueness required to differentiate a brand in a saturated market. Helvetica is still one of the most carefully designed fonts of all time. Our studio's name is also inspired by that. However, this font has been used so many times that it has now lost its charm. Google offers free fonts that have been used on millions of websites (see picture below). All these fonts fall under the category of generic fonts.
Generic brand colors are those colors that are commonly associated with specific industries, products, or concepts. These colors have become so deeply ingrained in people's minds that they evoke instant recognition and convey certain meanings without necessarily being tied to a particular brand name. However, generic brand colors can create confusion between companies and makes it difficult to stand out in the market. For example, in a newly emerging EV sector in India, most startup are using green (see pictures below), which makes it very difficult to differentiate between their products. Generic Colors confuse consumers and lead to a disconnect between what a company or product represents and what they expect.
While many startups and businesses with limited resources begin with a generic brand identity, it's important to note that this is just the starting point. Once these companies begin to gain traction and generate revenue, the consideration of rebranding often arises. Companies that recognize the value of investing in brand building early on, set themselves up for success. This early investment in branding can lead to increased recognition, customer loyalty, sales, and a competitive edge in the market.
If you are not sure and want to test whether your present brand identity elements are up to the mark or need improvement, feel free to contact us. We offers a Brand Audit service which includes an assessment of your current brand name, logo, brand colors, typography, and other elements of your brand identity by analyzing their applications such as website, packaging, mobile app, advertisements, stationery, etc. Along with that, we conduct market research, competitor analysis, and customer analysis so that every aspect of your brand identity is thoroughly tested, providing you with a detailed report highlighting areas that may need improvement or changes in your brand identity.