Logo simplification is one of the strongest design trends we’ve seen in recent years, and companies that are historied enough to leave a footprint behind in their brand evolutions are able to provide a clear example thereof– white space is increased, elements are flattened (or removed) and the number of colours are reduced.
A couple of years back, a complex logo was a sign of prestige for a number of reasons, one of them being the fact that it cost more to place on products and packaging. Now, complexity simply for the sake of complexity, has run its course.
Simple logos have several benefits over complex equivalents. While one might think that a more detailed logo better portrays a brand’s story, modern consumers prefer something that is simple, direct, and impactful.
Here’s a look at some logos that have evolved over time:
Benefits of logo simplification
Cluttered Digital Environments
Most of us spend a significant time of our day on smartphones or computers and as such, we are constantly bombarded with content. Overcomplicated logos only add stress to our already exhausted attention spans and require time to digest- time that we simply don’t have. The cluttered landscape of social media has trained us to scan, filter and repeat which leaves no room for the appreciation of unnecessary detail.
Visual comfort and user consideration
Collectively we, as a modern society, are putting more strain on our eyes than ever before by constantly looking at displays and screens. While complex logos might be beautiful, they are also overwhelming. Unravelling the meaning behind a complex logo is too big an ask for our tired eyes. Flat and simple logos are easier to consume at faster rates.
Suitability for smaller screens
Have you noticed that iPhones are getting smaller? And this product design trend isn’t limited to apple and android devices. Desktops, tablets and laptops have been consistently shrinking in size as we opt for more portable devices. Ask yourself: if my logo is over complicated, how is it going to display on a smaller screen? Instead of reverse engineering your design, we suggest starting with a digitally conscious design.
Where is your logo going to be applied? On your website sure, but what about other products and consumables? A simple logo easily adapts to any medium (of any size) and will confidently stand out and look good.
A more modern image AKA Botox
You go for Botox to smooth out fine lines and look younger, right? Well, the same principle can be applied to logos. When older more established brands are looking to appear fresh and modern, they tend to smooth out their brand graphics and logo. Logo simplification gives a rejuvenated yet preserved look.
Simplicity inspires confidence
Simplicity is associated with confidence and stability. A simple design cuts through the noise and is easy to remember. Minimalist design aesthetics are not only on trend, but they tell consumers that a brand doesn’t need all the bells and whistles in order to attract an audience.
Brands are continuously competing for space and time across mediums, and keeping your message short and simple can stop you from getting lost in the crowd. While complexity will forever have its place in various aspects of branding, a general rule for logos in today’s modern world is that less is more.