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It May Be Time For The Minimalism Trend In Branding To Finally Die
By Dorothy Tan, 07 Aug 2017
Even if you are not one to keep up with design trends, it is likely that you have noticed this one—minimalism in branding. This clean, simple, no-frills aesthetic, characterised by sans serif fonts and soothing flat colors, have become practically ubiquitous where corporate branding is concerned, especially among startups.
“One of the remarkable features of startup minimalism is its flexibility. It can sell anything.”
In an article for shopping-focused website Racked, senior reporter Eliza Brooke noted that while minimalist branding is not new—and neither is sans serif fonts—it seems to have hit “venture-backed lifestyle startups” particularly hard in the last decade or so. She explains that the popularity of this trend has a lot to do with internet generation’s zeitgeist—the pleasantness of a minimalist branding reflects the kind of easy, affordable and friendly process of shopping the brand has to offer.
“Uncluttered design felt fresh and new a few years ago, but there will come a point when it no longer has the same specialness. Eventually, all that delicious, soothing nothing will just look like nothing.”
However, despite the versatility of this style, “startup minimalism” is inevitably starting to show its age after years of being lauded as “the trend to watch”. After all, a key purpose of branding is to allow a company to differentiate itself from its competitors—and how can it expect to do that when everyone looks the same?
“Design is a pendulum. I think there will be a shift to more ornate and maximalist design.”
Noting that style in graphic design is cyclical in nature, where a change in trends is often a response to what has come before, Brooke expects the enthusiasm for minimalism to die down as brands and designers explores other—perhaps, opposing—styles that would serve to set them apart.
For instance, even as the minimalism trends continues to thrive, the appreciation for loud, “heavily stylized” designs is slowly but steadying making itself felt in design and e-commerce.
Read Brooke’s insightful commentary in full here. What do you think—is minimalism finally going to go away?
[via Racked, image via Shutterstock]
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