If brands are looking to refresh their logo, thought and consideration must go into the process. Fans still hope that one day Petco will restore its logo mascots, Ruff and Mews. Petco tried to do some damage control and sent out a tweet ensuring customers that both the cat and dog were here to stay, even though they are no longer present in the main logo. However, Petco ultimately faced scrutiny as fans believed Petco had erased what made its brand identity unique. But the new logo said goodbye to the cat and dog loved by many and opted for a logo that reflected the notion that Petco believed that their brand was recognizable in name alone. The original logo was fully reflective of its purpose by incorporating both a dog and a cat within the logo. But brands are still making the shift to a non-descriptive minimalist logo design despite these proven ideologies.įor example, Petco made the shift to a minimalist logo design in 2020. This study shows that descriptive logos have a positive effect on a brand, helping to drive sales and awareness. The experiment found that participants gave a higher ranking to descriptive logos over non-descriptive logos. These logos were split into two categories: descriptive and non-descriptive. The Harvard Business Review published a report in which researchers and participants examined 597 logo designs. A non-descriptive logo is abstract in nature and can face challenges in effectively communicating what a company does. ![]() By taking a creative approach to their logo design process, brands can establish a compelling visual identity as long as they resist the temptation to follow trends.Ī minimalist logo design is usually referred to as a non-descriptive logo. This may involve experimenting with color, typography, and visual elements to find a distinctive aesthetic. To stand out, brands should try and strike a balance between simplicity and uniqueness in their logos. Not to mention, too simple of a logo can make it difficult for consumers to differentiate between similar brands.Ī minimalist logo could come across as generic and lack personality, but a more detailed logo can offer a lot more storytelling potential when it comes to communicating a brand’s mission. By opting for a minimalist design, brands are stripping away their unique and distinctive elements, meaning they won’t stand out amongst the competition. If there’s one thing that a logo must do, even if it fails to do everything else, is that it must clearly communicate a brand’s innate character. This ubiquitous practice, known subtly as debranding, is really just causing companies to become bland.ĭespite the apparent popularity of this rebranding approach, you may be wondering why companies should avoid adopting this minimalist logo trend in 2023. On the other hand, these minimalist logos are starting to appear more flat and dull, making it hard for brands to stand out in an already saturated marketplace. Additionally, minimalist logos can be easier to reproduce across a variety of mediums, both print and digital, making them a more versatile option for brands. By removing unnecessary elements, they can make the brand and message easily recognizable. Minimalist logos can be very effective in communicating a brand to an audience. The new logo features just the company name in a bold sans-serif font, though the iconic pink and orange colors remain the same. Dunkin ditched its coffee cup icon in 2019 and went for a simplified logo. Brands are utilizing this design approach to create logos that are minimal yet creative. ![]() ![]() No matter the industry, companies both big and small have been rebranding themselves, inspired by a general aesthetic of negative space. The minimalist logo trend has been gaining popularity in recent years. The Dark Side of Minimalist Logo Design: How It’s Harming Your Brand
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