Instead of creating overly complicated corporate logos that were popular at that time, Rand and his clients focused on minimalism and created several iconic logos. Some of the most famous and recognized logos in the world, such as the logos of IBM and ABC, came from graphic designers like Paul Rand – a designer who appreciated simplicity in design. The same should be said about logo design. Web designers often talk about restraint - not putting everything, including the kitchen sink, on a page. Overly complex logos often fail to achieve those goals. As we previously wrote:Ĭompanies want their logo to be instantly recognizable, easily interpretable, and timeless. You’re probably already familiar with the idea of minimalism in logo design. In the past few years, we’ve seen more and more brands jump aboard the minimalist trend as they simplify their branding from their messaging to the logos themselves. Minimalism spread beyond fine art and emerged in the world of graphic design. The ability to simplify means to eliminate the unnecessary so that the necessary may speak. Hans Hoffman, German-American abstract artist, was one of the early artist heavily influenced by the concept of minimalism: Instead of that space standing for a gap, the philosophy of Ma views it as the negative space, the silence, and the root of meaning.Įventually, Ma spread beyond Japanese architecture and culture, influencing Dutch and German artists to focus on modern, geometric lines and primary colors. The aesthetic was widely known in Japan as Ma, an architectural philosophy that translates to “the space between”. It originally roots itself in Japanese culture. In fact, the concept of minimalism dates back to before the 1960s. In the US, minimalism can be traced back to the 1960s as artists in New York rebelled against conventional artistic details and materialism. Some are useful but others can be distracting and counter-productive.īut there’s one current design trend that we believe is powerful and can help businesses to build stronger brands: minimalism.Įven though minimalism has become very popular only recently in the design world, the aesthetic is actually much older. When it comes to design, especially for business, trends and fads can be confusing. Lasting trends help you to better shape and define your brand. For example, for some time, it was very popular to have 3D, animated logos but those were impossible to print and often very difficult to read. As we observed in talking about logo design trends:Ĭustomer preferences and markets change over time, so it’s important to understand trends before you settle on your brand. In fact, like other cultural norms, design often follows trends. Unique, simple, and smart – these have been core elements in great graphic design for many decades. Just think about how many logos you are able to recognize in your everyday life! Those logos serve as a reminder that Nike was the brand that made your shoes, or that Apple is the reason why you’re reading this on a Macbook. That’s why the best logos are simple and memorable. The most important job of a logo is to help customers and customer prospects identify your company. Successful businesses often share a common trait: they have unique, simple, smart company logos.
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