Originality Has An Expiration Date

Tarren McAuley, Web Director and Co-Owner

‍

I remember when those AI posters started popping up – the first one looked kinda different. By the end of the week, when I’d seen 30 of them, I was much less enamoured + actively scrolled past anything that had that telltale paint smear style font.

‍

It’s not that the quality had gotten any worse between me seeing that first one + when I was sick of them by the 30^th. But it was no longer novel or original. I think AI is especially susceptible to this because as soon as someone discovers a winning formula, everyone else jumps on the bandwagon, but because everyone is getting similar outputs, it gets old – quick.

‍

I think brands can fall into a similar trap. Humans are always looking for inspiration + when seeking it out, where better to look than the other players in your field. If you’re a tech company, you’re going to look at Samsung, Apple + the like. But when that happens too much, you get a feedback loop of samey-ness.  

‍

For me, this is best exemplified by airline logos. Look at Qantas + Virgin, probably the two biggest brands in Australia. Both use a red plane-like icon, w/ their logo in big letters next to it. Bit cherry picked but even the other big players’ logos are similar - Emirates uses mainly red + shakes it up by having a slightly more exotic font. Jetstar ditches the red for orange + has their icon at the end but it has similar visual markers.  

‍

This isn’t unique to logos, like w/ the poster example earlier – it could be your social tiles, your website or even your company email sig. Whatever it is, if you wake up one day + notice that the other businesses around you are looking a bit too similar, that should be your sign to start looking at a rebrand to shake off the rust + re-establish your unique identity. You know, until the cycle repeats again!

‍