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Logos that don't limit your brand

BASED ON 2,000+ BRANDS

Don't be afraid of "generic" icons

Strong brands tend to use more abstract icons to avoid limiting their business to a specific offering.

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Why these logos:

93% of tech brands use sans-serif fonts

93% of tech brands use sans-serif fonts

Almost all tech companies, especially SaaS brands, avoid other font styles.

Often used by strong brands

Often used by strong brands

Successful brands use more "generic" icons to keep their brand scalable.

Why these logos:

67% of tech brands use complex shapes

67% of tech brands use complex shapes

E.g. arrows and waves. 33% use basic shapes like squares, circles, etc.

42% of brands use all lowercase

42% of brands use all lowercase

48% use title case (e.g., Anchor vs. anchor), and only 10% use all uppercase.

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