I was standing in an office supply store recently and noticed its “let us design your logo” display. And there they were – row after row of the painfully trite visuals that business owners seem to be drawn to when designing their own logos.

You know the ones – globes, two hands shaking firmly, the outline of your home state, or the very popular paw print (unless you’re a school with an animal mascot, this is never a good idea). There were also samples with the scales of justice, the “for sale” sign and the universally recognized scissors, hammer and paintbrush.

Here’s a good rule of thumb: If many other people in your industry use a certain icon, you should avoid it. Trite equals forgettable. You just blend into the crowd.

If you want your business to be perceived as unique, don’t use the same tired visuals that everyone else has already used. A logo does not have to be a literal translation of your business’s name or product.

Business owners are drawn to these clichéd logos because they’re afraid. They’re afraid to be different. They’re afraid to take a risk. They’re afraid to do the hard work of thinking past the easy answers.

Often your logo and your company name are the first impression that your organization gets to make with prospects. Do you want your potential buyers to think that you’re just like your competitors? Or that you are ordinary?

If so, you might as well hang it up right now. The name of the game is being remarkable. There’s absolutely nothing remarkable about using a clip-art globe as your logo.

Think beyond the expected. Think abstract. Think about building a brand by being fresh and different.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan