Branding is like any other field: full of the latest trend. A Chevron patter might be trending, or it could be a particular font. Whatever the trend is, it can be easy to buy into. People see that style everywhere so it must be popular, right? True, but popularity fades. You do not want your logo to fade with it. Trendy tends to become cliché – not a word you want people to associate your brand with.
A professional will be able to help you and your company see past the latest fad to create a logo that has a timeless rather than trendy appeal.