Why logos are getting easier
We see three factors driving brands around the world to transform logos from sophisticated to minimal.
- Human perception of information has changed
The trend towards simplification is a reflection of how our world has changed in the digital age. Today, a person absorbs too much verbal and visual information: much more than in the 90's and even five years ago.
A change in the perception of information by people can be traced in almost everything: in music, cinema, literature, and design should be no exception. In this context, design simplification is directly related to its main function - to quickly convey information. Now, logos are being simplified in order to avoid "overload" and reduce the time of perception of information for the viewer: if an element has no meaning, it is removed.
- All unique symbols have already been used at some point.
Brands that have come to simple and memorable shapes earlier than others prevent new companies from making a logo with a unique, but not burdened with details, symbol.
All good basic shapes and objects have already been taken: an apple, a bird, a star or a pyramid. Any attempt to create something new will only be a reworking of the old.
It seems that under these conditions, the logical way out would be, on the contrary, the complication of new logos: everything around is simple, and in order to stand out, you need to add details.
In practice, however, complex logos are more difficult to remember. Experiments confirm this: Vanmonster asked 100 people to draw 10 logos of famous car companies from memory. The detailed Alfa Romeo logo turned out to be more difficult for the participants to reproduce than the four Audi rings (we refute in advance your comments that Audi is better known: both cars are equally popular in the UK, where the survey was conducted).
- Simple logos are easier to adapt to new media
Another value of a simple logo is its versatility (while the abundance of details makes it difficult to adapt the logo to a particular medium). Considering how quickly new points of contact with a brand emerge, simplifying the logo makes it easier for the company's in-house designers.
How companies with a simple logo stand out in the market
Due to the trend towards simplified logos, more and more attention in recent years has been paid to corporate identity and its use in brand communications.
The corporate identity also helps in cases where a company logo suddenly looks like someone else's. When Airbnb presented the new logo, only the lazy did not accuse the company of plagiarism - the new logo is the same as that of the Japanese company Azuma (its logo appeared 39 years earlier).
Whether Airbnb's designers were inspired by the Japanese or not, it doesn't matter, since the company relied heavily on the corporate identity - namely, colors and typeface: for example, the corporate red was named Rausch after the street where the company's history began.
The trend towards simplification has become ubiquitous, extending not only to interiors, music, or clothing but also to logos. The main reason for simplifying the logo is hidden in functionality: we live in a world saturated with information, so the desire to remove noise from surrounding objects is natural.
Thank you for reading this article to the end!