Enough with the Swooshes, Already!

They're ubiquitous and even gratuitous. I'm not talking about presidential candidates; I'm talking about use of the swoosh.

I don't know if it all started with Nike, but it seems every third company has stuck a swoosh onto or into its logo.  These are examples I've seen in just the past week. Bear with me.

Maybe this is more of an ellipse than a swoosh. It kind of clashes with the angularity of the old Bryant logo. Serves no purpose as far as I can tell.

Among many other products that Ace Supply supplies is air handling equipment from Bryant. Logo theft?

ACT is a mouthwash brand, so one could argue that the swoosh is really a swish. The starburst connotes brightness, I guess. Still, not exactly original.

CHS is a farm service coop in central Minnesota. The coop bought naming rights to the Saint Paul Saints new downtown ballpark, so the swoosh (symbolizing what, exactly?) looms over the skyline. There is no escape!

The swoosh in this logo makes no sense. It's not a stylized "P" for Pioneer. It's not a rainbow to make one feel happy. It's just...there.

This company sells insurance. Does the swoosh in their logo make you want to run right out and buy a whole life policy?

Perhaps if you had dental insurance through the Canopy Group, you could get dentures from Renew. Make them anchored dentures, please!

One of these sister companies happens to be our trash hauler. The city of Northfield surely chose Dick's for the two-color swoosh.

Everybody's swoosh should be a rainbow swoosh! (Or is that the beak of a toucan?)

This one actually makes some sense!

There are more...many, many more...but you are probably a little weary of swooshes by now.  And, yes, that is exactly the point. Come on, logo designers: think outside the swoosh! So weary, I have to lie down...