Accessibility – minimalism and corporate identities
Minimalism has taken the world by storm in recent years. It looks like this movement has caught up even within the corporate brand arena. With more corporate brands embracing digital, either through planned or forced activities from 2020, they are becoming more likely to remove clutter from their brand identities to be effective on these platforms. Logos are becoming simpler in form, and typography choices are predominantly sans serif, to support the digital and modular environments these assets have to perform in. Fewer colours are being utilised with brands focusing on one or two key colours to provide contrast, attention or differentiation to their identity.
Another reason we believe corporate brands are adopting, and will continue to adopt, minimalism practices is to not only support their merger and acquisition activities, but to strategically provide the opportunity for their identity to become iconic and timeless. With a product or customer brand, many forget that the timescales typically align with a campaign, whereas a corporate brand identity should last the length of the company’s existence, and could be paired with any supporting visuals and still be recognisable.
Word to the wise, though: if you are minimalising your brand identity, you may become more recognisable within your space, but testing must be done regularly to ensure that you haven’t transformed into a bland and boring brand. Minimalism done well and continually monitored should support increased levels of clarity, interaction and engagement.