A simpler typographic approach can scale a lot better. “A brand needs to be recognizable as a social media icon and this becomes very hard to do if your brand assets are decorative. Jack Llewellyn, senior designer at the design consultancy Pentagram, agreed.
“It’s easier to read a serif font on paper and much easier to read a sans-serif font on the web, especially on mobile devices,” Poggetti said. “At some point, they also start showing their age, and for an industry that is so conscious of what is going on right now and of the immediate future, is bound to happen.”Īs more and more consumer touch points emerge - from desktop, to mobile, packaging and Instagram - minimal branding is also a more pragmatic option for brands trying to navigate this new multimedia landscape. “Brands all have an eye on each other and whatever their neighbor is doing right, they want to mirror that,” Famira said. Yet, luxury brands are racing to replace all the tails and flourishes from their logos and embrace a more pared down visual identity - as a re-brand offers an easy way to grasp the attention of a new, younger audience and keep up with the times.
Burberry’s new logo, designed by Peter Saville
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