Are logos getting too simple?
Anyone keeping an eye on logo design over the past few years may have noticed a certain trend. Logos have been getting simpler, flatter and more minimalist. For many, this makes sense. A simple logo is easy to recall and it has the flexibility to work in small digital uses such as in favicons and app icons.
For Intel, Peugeot and Warner Bros, simplified logo designs led to a drop in brand recognition and attribution Distinctive BAT warns that the results show that"while some of the new logos on the market are aesthetically more appealing, many of them throw the baby out with the bathwater”. Head of strategy Cathal Gillen believes that while the most common reason given for simplifying a logo trend is the move to a mobile-first approach, design trends are also at work.
All logo redesigns will disrupt consumer memory structures, but the extent to which a logo design diminishes brand recognition and attribution can depend on how far it strays from the original – and how legible it is . Time, reach, and money can help bring a new logo’s score back up, but Gillen warns that the biggest disadvantage is the lost opportunity to embed additional branding assets .
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