14 Feb Logo Design: Keeping Things Simple
The last couple of years has seen the introduction of some beautiful and simple design, with flat design becoming a popular trend and many established brands using its timeless quality in their branding materials; such as Chanel, Coca-Cola, Apple and Adidas. Many other major companies have taken the opportunity to simplify and refresh their existing brands; such as Microsoft, Google and Instagram.
This style is characterised by clean lines, white space, flat colours and subtle gradients. But it’s not all about looks. With a multitude of technology now being used to view branded materials online, this simplicity allows designs to be rescaled without loss of impact or quality.
Googles 1998 original logo looks extremely outdated and low budget by todays standards. The updated logo has succeeded at keeping the brand recognition; with the use of primary colours, use of a much cleaner sans serif font and the removal of that hideous drop shadow.
Microsoft fell into the trap of using a then very fashionable font. As a result, their 1975 logo looks like it belongs on a vinyl record. Latching onto niche trends when designing your branding can quickly leave it looking outdated.
Unlike a lot of companies, Apple realised that less is more sooner rather then later. Their very first logo was far from simplistic, however after that initial blip on their rather seamless design portfolio, Apple has become one of the most consistently recognisable brands in the world.
As a graphic designer, I wholeheartedly embrace this shift to a more minimal approach. It allows us to get back to the core values of good design, without flashy gimmicks.