Everything Looks Like Something™
Your brain is doing its job. That doesn't mean it's right.
When you look at a logo concept and think , “ This reminds me of ______,” congratulations:
your brain just did what it’s evolved to do. It connected dots . Found a pattern. Reached into your mental junk drawer and pulled out a match.
But here’s the thing: every thing looks like something to someone.
That doesn’t mean it’s wrong. It doesn’t mean it’s off-brand.
And it definitely doesn’t mean we should scrap it.
The problem with personal associations.
One person sees a bold, modern mark.
Another sees the EDM band they liked in high school.
Neither is technically wrong. But only one is thinking like a brand steward.
Your personal history is not your audience’s lens.
You’ve seen a million logos. But your customers? They’re coming in fresh. They're not holding up every design against the contents of your college playlist or your ex-employer ’s logo. If you judge creative based on your past , you’ll rob your brand of its future.
How to evaluate with purpose.
Instead of asking :
❌ “What does this remind me of?”
Ask:
✅ “Does this align with our strategy ?”
✅ “Will this resonate with our audience?”
✅ “Is this distinctive in our space? ”
✅ “Is it conceptually strong and visually versatile?”
These are the questions that build great brands.
Initial reactions are human. But branding demands discipline.
If something feels off, interrogate the feeling—don’t just dismiss the work.
Say: “This makes me think of X. Is that a problem for our audience?”
Not: “This reminds me of X, so it’s a no.”
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