While people have generally clued into this one, there’s still the occasional outbreak (and some online logo design outfits still seen to be hopelessly addicted to slapping swooshes on everything from dentist to pet shop logos). Swooshes (or swishes) were all the rage a few years ago (looked all high-techy and stuff) but now, they’re a design element that translates exactly into “I dunnoh – didn’t have any other ideas”. I’ve seen portfolios of business logos that consist of one swooshy logo after another – for all practical purposes all these logos are identical, it’s just the names that have been changed. Not that we haven’t had issues with this ourselves. Hell, in the late 90s, we were guilty of adding a few swooshes here-and-there (okay, maybe more than a few) when the ‘dot-com’ boom was all the rage. At some point the ‘thou shalt not swoosh’ was added to the TLF lexicon and while it took a little 12-step rehab, we’ve managed to stay on the ’swoosh’ wagon. If you take a look, there’s a few online sites that still need a ’swoosh’ intervention…
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