Building a brand logo has never been more complicated – because it’s never been so simple. You’ve heard that ‘less is more;’ you’ve learned that a minimalist approach to any number of decorating disciplines is fashionable…and the same applies to branding and logo design. This is good news for consumers and for branding impact, but as you may already know, keeping it simple doesn’t always mean there’s less work involved.
The Branding Challenges of Visual Minimalism
It’s easier to say something in a paragraph than in a sentence; easier to convey a concept in a 30-minute presentation than in a 5-minute one; easier to design a busy, intricate logo than one that is direct, simple, and succinct…and the branding design experts at How to Build a Brand have been taking and teaching the more challenging and effective route – for years.
Now, we think it’s time to share what we know about minimalist logo design and branding:
- Minimalism, as a general rule, eliminates distraction, so that a core element or message can be conveyed quickly and with as little confusion as possible. Who wouldn’t want this for their brand? You have a valuable message, and surely don’t want it muddied.
- Consumers generally find simplistic design to be direct and genuine, which leads to trust and consumer confidence (two fundamentals of building a brand).
- Though minimalism might be a current trend in fashion and design, its trendiness does not define its appeal. Its tenets will always ring true in the realm of clear and effective branding – meaning that a minimalist logo will never ‘go out of style.’
- Minimalist design will speed up the loading time of your website – a quality that search engines covet and reward.
- Designs that are simplistic are more easily recalled and recognised, because the brain isn’t overwhelmed with unnecessary design elements. Building brand awareness is far more achievable when your logo is recognisable.
- Simplistic design reduces printing and packaging costs.
Now that you’ve got an idea about why minimalist branding design is a good idea, let’s cover a few principles of the logo design itself:
- Contrary to popular belief, minimalism does not equate to black-and-white design. In most cases, colour is a crucial part of branding, and should not be overlooked.
- This minimalism concept should not spill over into areas where it doesn’t belong. Website content should still be rich, informative, and generous – despite the simplicity of your logo design.
- Minimalism is about clarity, not mystery. Avoid using it to hide facts about your brand; instead, use it to convey elements that are most central to your brand.
- Train yourself away from surface beauty, and focus more on functionality. Think about the messages conveyed by your logo, and the beauty will be in the clarity of communication.
- Talk to a professional branding and logo design expert, for simple and effective logo design.
Not only is simplistic logo design finally starting to catch on for new branding ventures, but established brands are stripping down their existing logos. Starbucks, Nutella, Nesquik, Marlboro, Heineken, Coca-Cola, Pepsi, and Tylenol are just a few of the brands putting forth new, stripped-down logos and packaging. Don’t worry – you’ll still recognize each one. Why? Because these brands are already so well-established and deeply engrained in our psyches that many consumers may not even notice the changes.
If you’re ready for branding and logo design, or if you have questions regarding the revamping of your existing logo, contact How to Build a Brand on +44 (0) 208 123 6776 or email us on [email protected].