OK, think I've figured it out - why the downward trajectory each year.
Not just the designer's fault. Typically a designer will rustle up a few very different options. If the client doesn't like them (highly likely given what we've seen as the final output in recent years), a re-brief batch are often produced taking into account the feedback.
If time is critical, then not uncommon for a shortlist of two - one of which based on the most liked one, will have the designer's best efforts and attentions put into it, and which will probably be pretty damn cool. The other will be a quick and dirty aberration. As little time spent on it as possible, as the designer is just looking to 'help' a quick decision by forcing an obvious choice.
Problem is, the numpty deciding at our end keeps choosing the deliberate dud.
If only they could take notice of existing elegance they have floating around them elsewhere, we might get something as simple and beautiful as this (reverse the colours and you're there) for minimal extra effort.
But no, we go all in for 'unique' and get this:
