The antidote to stagnation is innovation.
Robin Sharma
I have always loved minimalism. For it’s timelessness, serenity, and most importantly it’s versatility. Though minimalism can be easily and quickly criticized for being sparse, generic, or even cold – the style is ever-present. I feel a sense of tranquility in minimalist design. The use of white space can drift between traditional and modern, depending upon the use of typography and placement of elements. Items and colors can be stripped, added, or toned down without taking away from a work’s or setting’s overarching minimalist tone. This further solidifies the style’s utility, and purpose of clarity.
I had nothing but minimalism in mind when I created the first logo for 23rdDesigns in 2015. The black wordmark in Times New Roman is at the center of a large white circle with a thin black stroke. A circle is universal. It represents tradition and infinite possibility.
Combining my love for Art Deco with minimalism, I redesigned the logo in September of 2022. Within the flat-sided vertical oval, two thin lines sit above the “23” which is in Century Old Style. Directly below the number is a small narrow oval with waved lines extending upward from it to reach the edges of the large exterior straight-edged oval. Below the small oval is a short stem that touches the bottom of the exterior oval. On either side of the stem two thin, curved pointed leaves also touch the exterior. All lines are 4px weight in tan (#B39374). I feel that the logo expresses growth.
The adjustment was drastic and necessary. I wanted to better communicate quality, creativity, and enduring value. An unyielding brand identity, following a strong logo instills trust within a business’ audience.
In a YouTube video by Bloomberg, “Why Companies are ‘Debranding’”, Bloomberg Opinion’s brands and advertising columnist Ben Schott presents the case for simplified logos. Brands like Kia and Rolling Stone have shed treatments like gradients to become responsive to size needs from header graphics to app icons. “Anyone who has overfiltered an Instagram sunset knows the seductive lure of visual excess. And it’s seduction to which the pros are not immune. The ability to round corners, drop shadows, customize gradients, and create complex lighting effects can easily overpower the creative brief and often does”, says Schott.
The level of complexity or simplicity of the logo and other assets depends on many factors including audience and industry. Below are a few reasons to support the validity of rebranding.
- Globalization. As local brands expand to international markets they should be respectful of cultural differences, and remain curious about the individuals that make up your growing community.
- Mergers and Acquisitions. When companies join forces or obtain businesses the visual communications must mirror those changes to reassure consumers.
- Dated Identity. As time passes, the logo, name, marketing materials, etc. should be kept up to date to compete in changing markets – especially in digital spaces.
There are several reasons to refresh your identity, and I would be honored to be a part of that journey for your and your company. I’m confident that we can make something memorable.
Source(s): Colibri Digital Marketing: “Top 9 Reasons to Rebrand”