Omnipresent Swoosh

Just some fun food-for-thought. A couple of weeks ago, I read one of Neutron's books, Brand Gap. In it, Marty Neumeier calls attention to the omnipresent "swoosh" as the symbol du jour in today's logos. I laughed at the folly of modern corporate branding teams; how naive of them to believe that adding a swoosh would set their logo apart and make it "fresh."

Today, while I flipped through the PRSA National Conference brochure, I came across just a few examples of the omnipresent swoosh and I laughed again. How trite.I stopped laughing; however, when I realized that the swoosh has become so overused that it's found its way onto Jefferson's new logo :( Side note: PGW is also defenseless against the omnipresent swoosh, see below.