Companies have attempted to stay relevant to millennials and Generation Z by rebranding logos to fit minimalist trends; however, they end up becoming a short-lived memory consumers often forget.
Businesses create a brand identity marked by logos in an effort to stay connected with current pop culture movements. Some companies succeed, while others fall into a black hole of fads, never to stand out against competitors.
Many brands have recently shifted to minimalism and have made significant cutbacks on logo creativity.
Switching to minimalism seems as if the cliché “less is more” is being taken seriously.
As a person who gravitates toward the look of simplicity, I was for that idea. But as I further researched, I've come to realize that isn’t always the case.
A 2019 study published in the Journal of Marketing Research tested the effectiveness of descriptive logos versus minimalist ones.
The study found the design of a company’s logo can significantly alter the outcome of a customer's purchase. In fact, less descriptive logos tend to have a negative impact on businesses.
“More descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance,” researchers said.
Nike, Adidas and Apple are companies that currently use minimalist logos. The simplicity of the designs has helped make these companies top competitors in their markets. Many companies that attempt to follow in their footsteps fall short.
Franchises, including Burger King, are among the businesses that have succumbed to the newest trend. Instead of the fast food restaurant’s multicolored yellow, red and blue logo, it released a two-toned simplified version in its most recent revamp.
Burger King is trying to give customers a retro feel with the new logo, according to a Jan. 7 CNN Business article.
Although the fast food restaurant’s goal is to increase sales, the new design makes me less motivated to order food from a restaurant with a bland logo. Am I to expect a bland burger?
“Branding works best if the way you feel about a company relates to the way they feel about themselves,” said designer Kendra Gaines in a June 2012 article on WebdesignDepot.com, a blog about the web design industry.
If I were in a new city looking for a place to eat, I would be less likely to pick a restaurant with a dull, monotone logo. I’m more likely to select the restaurant with a descriptive logo full of color instead.
While I thought I was a classic Gen Z, the truth is, I am not a fan of the minimalist trend.
In fact, I wouldn’t be surprised if it ends up in the dark hole of trends I try to forget. Mostly due to the fact that companies try so hard to accomplish the simplistic design.
A recent article on Canva.com, a website for web and graphic design, addressed where companies tend to go wrong when seeking a more simple logo.
“Designers fall into the trap of focusing too much on aesthetics — to the extent that it negatively impacts a design’s usability,” the article said.
Minimalist designs might be a popular trend at the moment, but it wouldn’t be shocking if it is short-lived.
The amount of companies that can successfully pull off the simplistic look is few and far between, the benefits of a descriptive logo outweigh the aesthetic appeal of a minimalistic logo.
In a couple of years, let’s look back to this trend and remind ourselves how important creativity is. It is better to be set apart instead of blending in with a crowd to please the masses.
