I went to see a Graduate Show last week, for students who have spent 3 years studying Visual Communication. It’s the same course that I did many moons ago. Well, the concept for the course is the same. It’s about visual communication. But the work looks totally different. What I learnt about logo designs way back then.... well it’s safe to say things have evolved.
The number of media platforms consumed by people has increased so dramatically, it’s hard to imagine a life when marketing could only reach you via press ads, a couple of TV channels and outdoor posters. These days you’re bombarded with marketing from search to social media, streaming channels, influencers, blogs, gaming, e-commerce, on top of all the existing ‘traditional media’. We see ads everywhere we go, even at the beach. Here's hoping only skin cancer awareness campaigns will be allowed this...
Not only is the media far more complex, our attention span is less than it was back then too if you believe the researchers at the Technical University of Denmark. Their study suggests the collective global attention span is narrowing due to the amount of information that is presented to the public. People now have more things to focus on, but often focus on things for short periods of time.
Hence the importance of simplified logo designs.
One reason for simplifying a logo is to make it more timeless and versatile. A logo that is too complex or trendy can quickly become dated and need to be redesigned. By making the logo more simple and clean, it ensures that it will remain relevant and recognisable for years to come.
Another reason for simplifying a logo is to make it more memorable and recognisable.
A simple logo is easier to reproduce and can be more easily scaled to different sizes and used across different mediums. This is especially important for global brands who operates in many countries and markets, such as Apple, Ryanair, Ikea. Their logos are great examples of logos that have evolved to stay relevant.
And they will continue to do so, I'm sure, in response to new trends and new technologies. There might also be a greater emphasis on sustainability and ethical branding going forward. And perhaps empathy? With the excitement but also slight fear of AI, who knows what will happen. Empathy seems to be one of the few qualities that AI can not master...