In the 90’s, the “swoosh” was the most notable logo design cliche’… not that I pretend to know anything about design, other than what I see. I’m a simple caveman when it comes to graphic design…but some things even a caveman can see. Where every logo coming out of the late 90’s and early 00’s had to have a swoosh or other curve conveying motion or speed, now it seems the leaf is trendy. At least, that’s the case in Bismarck.

You may recall my post from last March comparing the new Kirkwood Bank & Trust logo to the already established Lending Tree logo. If I was an executive at Kirkwood, I’d be a little ticked. Corporate identity is not cheap. They probably paid tens of thousands of dollars for that little piece of foliage. Besides, what does Kirkwood Bank have to do with trees?

Now we see this: two adjacent signs, each sporting leaves. Granted, with a name like Aspen, a leaf is a no-brainer. When placed next to the Kirkwood logo, though, it reminds me of that funny similarity between Kirkwood and Lending Tree.

My annoying watermark obscures it, but ironically I noticed later that there’s a THIRD leaf logo hiding in this shot: the Country Suites hotel sign in the background also sports foliage! TRIFECTA.

Have you seen any other local businesses with leaves in their logos?