Do brands look better stripped back?
“Do brand look better stripped back?” is the question that arises in our everyday life and everyday design life. In the past, it was widespread for brands and business to use quite heavy branding. It was very rare for a brand to use a simple and stripped back logo. Logos that were full of colour and patterns were ubiquitous. These logos also tend to have a lot of detail and be very elaborate. Business’ would use colour schemes with more than 4 or 5 colours, Particularly Apple. Their first logo in 1976 was an illustration of Adam & Eve with handwritten typography.
Yes we know, that was 41 years ago, but to the current day, Apple’s simple logo (Apple with the bite) is worlds away from their first ever logo. Here at Creative Ninety Five, we’re all firm believers of “everything needs a purpose”. This has all started becoming a reality in the last few years, with large company’s taking a simple approach to their logos and brands.
What is a brand?
A brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. However, it could spread across everything from print collateral to the business website.
Where does this leave us?
Mehmet Gözetlik is an Istanbul based graphic designer and artist. In 2010 he produced some artwork that focused on the art of simplicity.
These took the world by storm. So much so, that when Starbucks changed their logo in January 2011, international publications such as adage.com and the Washington Post associated it with his project. The images show how brands could look boiled down to just the very basics. One of my favourite design rules to follow is “if it’s not needed, get rid of it”. In my experience, whether I’ve been producing a logo or packaging. I have created more effective design through this rule. We firmly believe that if you cannot give reasoning for an element of design, then delete it and boil it down to precisely what is needed.