Are there logo cliches to stay away from?
In the Middle Ages, when most people couldn’t read, shopkeepers used standard symbols on their signage that told passersby that their establishment was a brewery, a pawn shop or a tannery. Today we have a vestige of that tradition in certain images being conventionally associated with specific industries and professions. For instance, scales indicate a lawyer (scales of justice), the outline of a roof over two walls suggests real estate and a curl of smoke coming out of a mug signifies coffee. A skilled designer can incorporate these conventional associations into a logo in a subtle manner, but as a rule try for fresher ideas than such stock symbols.
