The research found that descriptive logos allowed the consumers to know the kind of products or services a brand offered which increased their trust factor. The study argues that descriptive logos are more successful because they generate the trust factor among consumers which abstract or minimal logos fail to do. The team of experts studied 597 logos to conclude that “descriptive” logos resonated more with consumers than their non-descriptive and abstract counterparts. The team consisted of Jonathan Luffarelli, Assistant Professor of Marketing at Montpellier Business School in France, Mudra Mukesh, assistant Professor of Marketing at Westminster Business School in England, and Ammara Mahmood, Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. The Harvard Business ReviewĪ research conducted by the Harvard Business Review found that minimalist logos are not authentic or likable. From Ford to Google and from FedEx to Apple all gave their brands the much needed minimal logos. More and more brands adapted a minimal makeover to take their brand image to the next level. Companies began to modernize their logos as they stepped into the 21st century. The competition gave birth to well thought-out and great designed logos. As businesses grew, so did competition companies began to understand the power of branding. Companies did not invest much into branding since the concept was relatively new. Modern businesses in the 1900’s used logos only to convey the company name. Sophisticated and eye- catchy, minimalist logos allow brands to keep themselves apart and ahead of the crowd. Some of the most famous brands like Airbnb and Uber have successfully used minimal logo designs. A flat logo is a prime example of a minimalist logo concept. Minimal logos use space and simplicity with winning color combinations. Rather than stuffing fonts, shapes and colors in a design, minimal logos avoid and cut any extras. Minimal logos are the best solution for a generation with such low attention span. Emails, popups, notifications and a lot of useless information have shortened the attention spans of users. Information overload is what best describes the current times. Simply put, minimalism uses the “less is more” concept to create great work of arts. Designers around the world have successfully incorporated minimalistic designs for a long time successfully. The Gestalt theory suggests that the mind tends to simplify complex objects and images and store them in the memory, which is why minimal creations are always a hit. Bauhaus culture rejected intricate and lavish compositions for more down-to-earth creations. Minimalism is a result of the modernist movement of the 1960s, which was influenced by the Bauhaus culture. Minimalism also involves the maximum use of space. Minimalism is the art of using existing elements and simplicity to produce extraordinary pieces of arts. The concept involves the use of intentional minimalism.īut, what really is minimalism? The concept of minimalism The concept of “ma”, which roughly means “the space between two objects”, is greatly applied in Japanese design aesthetics. The De Stijl movement was the foundation of modern minimalist aesthetics and embraced the concept of abstract harmonic compositions and geometrics. Painters Theo VanDoesberg and Piet Mondrian along with architect Gerrit Reitveld, spearheaded ‘The De Stijl’ movement. If that is the case, then why have brands gone the minimalist way? Have designers been wrong all this while? Have brands done more damage than repair? Let’s find out!
Researchers found that minimalist logos are not effective and can have an adverse effect on the brand image.
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