Why simple branding doesn’t have to mean boring.

In more recent years there has been a big move away from distinctive, ornate logos to sans-serif word marks, bringing about an interesting situation where many logos have started to become ‘blends’. You can see examples of this across most sectors from big names to small, as rebrands have resulted in a smoother, bolder, more ‘modern’ appearance.

The rise of the plain logo

The trend for transitioning to a more ‘simple’ logo correlates with the amount of our lives we are now spending on our devices. These digital spaces demand clean branding that is legible in a small space, can easily be scaled and will work across the hundreds of touch points you may find any brand residing in. Tiny Instagram avatars, mobile site headers and apps all demand a logo than is condensed down to a very small amount of pixels.

You also need to consider that there are so many more brands competing against each other than decades gone by in these same small spaces. If your logo is getting lost amongst the noise of all the other content we are constantly bombarded with, the customers you long for will simply scroll on by, gravitating towards the bold, attention-grabbing branding of competitors.

The BIG issue

Known within the design industry as ‘blanding’, the trouble with so many businesses transitioning to similar styles means a lack of individuality and personality can be perceived by your customers. Many consumers will associate this type of logo with being ‘corporate’ and see it as a move by the business to become less customer-focused and more profit centred – a huge turn off for many loyal fans.

How to make your logo stand out

In solving one issue of online readability, many are seen to be sacrificing personality, but there ARE still ample opportunities to set your brand apart…

There’s so many elements that make up your visual brand identity. Playing with combining colour, texture, photography and scale that reflect your brand strategy, can hugely elevate how your logo is perceived.

Simple doesn’t need to mean tame. Even if you start with a ‘plain’ sans serif font, explore outside the box with irregular, unique lettering, being playful and experimenting with shape, flow and different types of expression.

Try adding elements that aren’t just words. Add in graphic elements that complement the text, perhaps cut out, weaved in-between or forming parts of letters, rather than just sat aside or on top.

Remember it isn’t all about the visual. A brand is way more than their logo, your values and how you communicate play an integral part of your brand story, make sure they shine through everything you do.

Examples of businesses with simple but brilliant branding

These companies have been anything but boring whilst using highly legible word forms that make their logos easy to see from product to screen. Not just that, but the choices they’ve made in their design and how they talk to their customers, align with the values of the business, forming trust and loyalty between themselves and their customers.

Need help with your branding?

Struggling to navigate amongst the competition and figure how to connect your products to your customers? Get in touch to see how I can help with a new brand or rebranding. Email me >