LOGO OVERSIMPLIFICATION: IS IT SOMETHING YOUR BUSINESS NEEDS?

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Are modern logos getting too simplistic, or too clean? The trend toward simple and clean logos has been around for a while. And just doesn’t seem to stop. No brands seem safe from it: Petco, Pringles, Warner Bros., Burberry, Intel, Google, Microsoft, Airbnb, Microsoft, Spotify, and eBay. This list truly is endless. Some customers still wonder what was wrong with Mr. P’s signature mustache and his cool center parting. Are corporate lords striving to destroy our beloved brands? Isn’t it harmful to businesses when everyone looks the same? Let’s try to find the answers by taking a closer look at the current trend toward logo oversimplification.

The Importance of a Good Brand Logo 
An effective brand logo is critical for your business’s success. It’s an axiom. A strong logo can arouse interest, set your company apart from others of its ilk, ensure recognition value, evoke certain associations, and communicate what the respective company is about. Not only does it serve as a meaningful representation of your brand’s values, objectives, and overall philosophy, but also makes a difference. Logos are everywhere: on websites, packaging, work uniforms, billboards, etc. And the way a logo is designed is also of paramount importance. The more unique the font, the more symbols for ideas or images, the more brand personality and information can be conveyed. A colorful and well-thought-out logo can say much more than its minimalist counterpart. That being said, more and more brands aim to remove all the details from their famous logos in favor of minimalist design aesthetics. But why?

Established Brands Need no Introduction 

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The 2019 study on the influence of logos determined that customers tend to perceive businesses with colorful descriptive logos as more authentic and personable than those with clean and simple logo designs. The researchers also analyzed financial information from more than 400 companies and matched them to their respective logos. The results were quite predictable: descriptive logos tended to have higher sales than their counterparts with non-descriptive minimalist logos. It also was found that descriptive logos were more likely to increase customers’ willingness to purchase a product in question. But, the most important part of this study is that all its findings are especially true for smaller brands that customers may not yet know! The better known a brand is, the weaker the aforementioned effects become. And the new logo simplification trend is just an attempt to get rid of the superficial and unnecessary. Such world-renown brands as Apple, Intel, Starbucks, and Uber need no introduction. Hence, the striving to break with traditional logos.

Tribute to Modernity 
Clean minimalism is a massive ongoing trend. And following the trend can in itself be an expression of modernity. Take Intel, BMW, or Apple. Their latest logo version is a great example of a dramatic oversimplification of the brand. And every established company wants to be modern, no matter its founding date.

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Cumbersome logos created with the help of vivid images, sophisticated fonts, and other design elements are no longer considered symbols of authority and prestige. The famous maxim ‘Less is more’ also applies to logo design and continues to dictate its rules. A simple selection of colors, shapes, and fonts equals a trendy and memorable logo that won’t take a visual toll on the eye of a loyal customer.

More Flexibility 
A more unadorned log is also more timeless and can thus offer a more sustainable recognition value.

It’s not a secret that large companies often offer a wide array of products and services. Therefore, lots of them look to avoid overly specific details in their logos. Today, brand logos need to be scalable and recognizable. Simple logos are better suited for tiny cell phone screens. So, this oversimplification trend can also be viewed as a natural consequence of digitization. As small icons, logos offer more visual comfort and are easier to consume at a rapid pace on portable devices. The simpler and more basic the logo, the more flexible it is to use.

Is It a Viable Option for Your Business? 
Now you know and understand the reasons that make popular and not-so-popular brands revamp their logos. Trends come and go. So, it’s up to you to weigh up the possible advantages and disadvantages of the oversimplified logo for your own business and act on that. Clean minimalist designs can be trendy, of course. But make sure that this hyped minimalist doesn’t get in the way of your logo uniqueness and brand individuality. If you own a well-established company, you may consider simplifying your logo and adding more modernist charm to it. Still, if you’re just at the beginning of your business journey, it might be a wise decision to create a descriptive logo. You may offer your new customers to unravel some parts of your logo and thus form an emotional attachment to your brand.