In the world of design, the pursuit of creativity often intersects with the desire for originality. But it can feel almost impossible to create something truly one-of-a-kind. In fact, some might argue that the concept of originality is increasingly elusive. Creative work is built on a foundation of shared experiences, cultural references, and universal symbols — everything is, in some sense, a remix. 

Creativity is not in a vacuum

Creativity doesn’t exist in isolation. We’re all influenced by the world around us — our culture, the media we consume, and the people we interact with. As designers, we use a common visual language made up of shapes, colors, patterns, and symbols that quickly communicate ideas. Think about the color red: It’s often used in branding to convey urgency, passion, or energy. The use of a sharp, geometric shape in a logo might signal modernity and precision. These symbols are not arbitrary; they have evolved over time and carry specific meanings that help us communicate clearly and effectively.

In this context, the idea of creating something entirely new and unreferenced becomes increasingly difficult. Even if you’ve never seen a particular design before, the likelihood is that someone, somewhere, has explored similar territory. In this sense, the creative process is rarely as “original” as we like to believe. But that doesn't mean the work lacks value or integrity.

Integrity over originality

This is where integrity comes into play. Integrity in the creative process is about doing the work with honesty, thoughtfulness, and purpose. It's about choosing the right tools, symbols, and strategies to serve your audience and your client — not your own ego.

One of the most important lessons I’ve learned in my career is that the pursuit of absolute originality is often a fruitless endeavor. In fact, it can be a waste of time. As legendary designer Paul Rand once said, “Don’t try to be original, just try to be good.” The goal should never be to chase some abstract notion of being the most edgy, unique designer in the world. Rather, the aim should be to serve your audience effectively — helping them understand the message or idea you’re conveying, and doing so in a way that feels authentic and distinct.

For example, take a logo design for a client in a competitive industry. In the quest to be “original,” it’s easy to get caught up in the idea that your design needs to be unlike anything else out there. But the reality is, your audience doesn’t care if your logo looks somewhat similar to something used by a niche company halfway across the world. What matters is that your design effectively communicates the values and purpose of your client’s brand in a way that resonates with their target audience.

Design is about communication, not ego

When designing, we should always keep the end-user — the audience — at the forefront of our thinking. This means understanding the cultural and industry-specific contexts that shape how people perceive symbols, colors, and design choices. What is visually effective in one context may not have the same impact in another.

Take the above example from the brand powerhouse, Mackey Saturday, illustrating the likeness of symbols across different industries in the consumer space. These brands chose to incorporate a red star into their design — an element that may seem commonplace or even cliché at first glance. But when you dig into the context of the industry and the brand's values, you see that the red star was the correct choice for conveying a sense of trust, reliability, and empowerment. This wasn’t about being different for the sake of difference; it was about choosing a symbol that communicates effectively within that particular market. The context of the brand, the audience, and the competitive landscape all influenced the decisions.

Distinction vs. differentiation

This brings us to an important distinction in design: distinction vs. differentiation. While differentiation is often about standing apart from the competition by creating something that is perceived as entirely unique, distinction is about creating something that is easily identifiable and memorable, yet still relevant and effective within the industry.

Effective design is about clarity and impact, not necessarily about being the most “original.” In our world of rapid information consumption, where ideas and designs can spread across the globe in an instant, it’s far more important to focus on what works and what resonates than on what’s completely novel. The most impactful designs don’t always break the mold — they work within it, while adding just enough of a twist to make them stand out and serve the audience’s needs.

Creativity with integrity

At the end of the day, what truly matters in design is the integrity behind the creative process. Whether you’re using symbols that have been around for centuries or experimenting with something new, the goal should always be to serve your client, their audience, and the message you’re trying to communicate. Originality may be elusive, but integrity is something we can always control. As designers, our focus should be on creating work that is effective, clear, and true to the purpose we’re trying to fulfill — not just to our own desire to be unique.