Make your title block. Be creative, etc.
The problem is that the designer often adopts, or merges towards, the aesthetic of the client. How defined can a designer's brand be? As compared to a store, magazine, restaurant. Looking at firms across the web:
I mean, it's all basically the same thing. No pictures, all letters; generally sans-serif. Some are more successful than others. Andrew Maynard reads "design-build," but I know they aren't. Allied Works' has always looked like an airline company. Variations in lineweight are nice because they'll read b&w. See: Henning Larsen
But essentially, it isn't about being creative. It's about looking dominant and confident. REX, King, Koolhaas, NYC. Or intelligent and approachable like Leslie Gill's. Subtle subtle is the lesson here.
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