Blog Post | May 07, 2024
Love 'em or Hate 'em, Minimalist Logos Are Big Right Now
Logos that are simplified, sleeker, or minimalist are really in right now. These stripped-down icons and marks help brands stand out in a digital landscape—but that can come at the cost of stopping power and memorability. See more pros and cons of going minimal.
If you're the type who pays attention to marketing trends, you've probably noticed that minimalist logos are big right now – which is a funny way of putting it, since they're actually trimmer, sleeker and more pared down than ever. The lines are skinnier; typefaces are sans serif, and logos that had previously used multiple colors now only use two.
In some cases, you'd be hard-pressed to tell the difference between the old logo and the revamp. For example, the Burger King logo still uses a similar typeface, but it's lost some of the whimsical graphic elements around the text. Subway has also simplified its logo, opting for a slightly less curvy font and ditching the green stroke around the letters.
Even though it seems like they're everywhere, not everyone loves minimalist logos. Many graphic design experts warn that these stripped-down logos are turning brands into 'blands.'
If you've been considering a logo refresh, you'll want to understand the benefits and shortcomings of going minimal.
What's Driving the Trend?
In a word: digital.
In today's media landscape, most brands aren't seen in glossy magazine ads or full-color TV spots but in banner ads, social media posts, or tiny app icons on a mobile phone screen. Out of necessity, logos must be streamlined and simple to read if they're only 16 X 16 pixels, which is the size of a favicon, that small mark displayed in the corner of browser tabs, and in your search history and bookmarks. These simplified icons are meant to improve the user experience.
Fans of the minimalist approach say that stripped-down logos are more memorable. There is data to back this up. A comprehensive study by brand asset research company Distinctive BAT, which analyzed over 300 redesigned logos and brand marks from 59 major brands, revealed that most of the assets that were simplified lost recognition and brand attribution. However, there were two notable exceptions: the recent minimalist redesigns for Burger King and Toyota, which actually improved on these measures.
What the Naysayers Say
Not everyone is a fan.
One of the most common criticisms is that minimalist logos aren't as differentiated and that they all look alike. The critics have a point: just look at your cell phone's home screen. The experience is what some business analysts refer to as "the sea of sameness."
As a counterpoint, design experts give a nod to what they deem 'descriptive' logos, or logos that contain obvious references to the company's name or offering. For example:
These more literal logos help consumers understand the brand better, which can lead to perceptions of trustworthiness and authenticity.
There's probably no better example of a descriptive logo than NASA, affectionately referred to as the 'worm' (the slinky type) and the 'meatball'—elements that have been around for decades.
The same study cited earlier also found that after many famous logos went minimal, they lost stopping power and became less memorable. While some brands can successfully transition, like Dunkin' Donuts, which lost any mention of donuts and now just has Dunkin', such a transformation requires a significant amount of brand equity, customer loyalty, and commitment to sticking with the new logo long enough for it to catch on.
Deciding on the Right Logo for Your Business?
Unfortunately, there are no cut-and-dried rules around logo design. When we create logos for our customers, our experienced designers consider many complex factors, including the marketplace, current trends, and, of course, what the owner wants to convey about the business.
If you're not quite sure of what your business needs to convey to stand out in a competitive marketplace, we can help with that, too. We've created and redone logos for companies large and small. Contact us to get started on a logo for your company.
In some cases, you'd be hard-pressed to tell the difference between the old logo and the revamp. For example, the Burger King logo still uses a similar typeface, but it's lost some of the whimsical graphic elements around the text. Subway has also simplified its logo, opting for a slightly less curvy font and ditching the green stroke around the letters.
Even though it seems like they're everywhere, not everyone loves minimalist logos. Many graphic design experts warn that these stripped-down logos are turning brands into 'blands.'
If you've been considering a logo refresh, you'll want to understand the benefits and shortcomings of going minimal.
What's Driving the Trend?
In a word: digital.
In today's media landscape, most brands aren't seen in glossy magazine ads or full-color TV spots but in banner ads, social media posts, or tiny app icons on a mobile phone screen. Out of necessity, logos must be streamlined and simple to read if they're only 16 X 16 pixels, which is the size of a favicon, that small mark displayed in the corner of browser tabs, and in your search history and bookmarks. These simplified icons are meant to improve the user experience.
Fans of the minimalist approach say that stripped-down logos are more memorable. There is data to back this up. A comprehensive study by brand asset research company Distinctive BAT, which analyzed over 300 redesigned logos and brand marks from 59 major brands, revealed that most of the assets that were simplified lost recognition and brand attribution. However, there were two notable exceptions: the recent minimalist redesigns for Burger King and Toyota, which actually improved on these measures.
What the Naysayers Say
Not everyone is a fan.
One of the most common criticisms is that minimalist logos aren't as differentiated and that they all look alike. The critics have a point: just look at your cell phone's home screen. The experience is what some business analysts refer to as "the sea of sameness."
As a counterpoint, design experts give a nod to what they deem 'descriptive' logos, or logos that contain obvious references to the company's name or offering. For example:
- Apple
- Pizza Hut
- Spotify (those curved lines represent sound waves or music)
These more literal logos help consumers understand the brand better, which can lead to perceptions of trustworthiness and authenticity.
There's probably no better example of a descriptive logo than NASA, affectionately referred to as the 'worm' (the slinky type) and the 'meatball'—elements that have been around for decades.
The same study cited earlier also found that after many famous logos went minimal, they lost stopping power and became less memorable. While some brands can successfully transition, like Dunkin' Donuts, which lost any mention of donuts and now just has Dunkin', such a transformation requires a significant amount of brand equity, customer loyalty, and commitment to sticking with the new logo long enough for it to catch on.
Deciding on the Right Logo for Your Business?
Unfortunately, there are no cut-and-dried rules around logo design. When we create logos for our customers, our experienced designers consider many complex factors, including the marketplace, current trends, and, of course, what the owner wants to convey about the business.
If you're not quite sure of what your business needs to convey to stand out in a competitive marketplace, we can help with that, too. We've created and redone logos for companies large and small. Contact us to get started on a logo for your company.