In the natural world (of which you are a part), mimicry is used as a disguise, like a frog blending into the undergrowth. You’re that sad kid sitting against the wall at the playground, leaning against the cinderblocks, trying to look like cinderblocks. The same sad kid 10 years later trying to disappear into the back of the gym at the dance. The same kid hoping he/she looks sufficiently like the other kids that the teacher won’t call on him/her. Maybe you look like a desk!
Good news, no one cares anymore!
You’re shy and you want your company to look like the other companies. We no longer accept this as reasonable, grow up. We fully support you. Be styling, brave, full of fury! Be surprisingly different. We all know what a brand is, but if we all have the same brand, we can’t tell our horses apart.
This admonishment is especially targeted at those of you in supposedly conservative fields, biotech/pharma, software, financial. That means it is doubly important for you to look different. If your logo has anything that looks swooshy, we should talk right away.