As a full-service agency with an emphasis on branding, we keep our eyes peeled for trends. One we’ve noticed recently: logo simplification. High-end brands are abandoning classic graphics in favor of the short, sweet and simple. In the wake of a retro-renaissance where consumers are seeking out vintage looks, this trend seems counterintuitive. Let’s dig a little deeper.

 

Simplified logos happen for a variety of reasons, but recognition tops them all. In the digital world, consumers are overloaded with brands vying for their attention, so information has to be delivered as succinctly as possible. A clear, identifiable logo is worth a thousand words. 

 

Take Pringles for example. Mr. P, the mustachioed mascot, went bald, lost his pop of color and his bowtie in 2021 after a rebranding. Not to mention, the word mark transitioned to a bold, sans serif font and lost the chip accent in the “i.”

 

There’s rationale behind simplification, but what happens when everyone does it? Suddenly, the very thing brands are trying to achieve — recognition — gets lost amongst a sea of look-alike logos. Does this mean the creative pendulum will swing back to unique graphics? Time will tell. Meanwhile, UPBrand strives to find a balance between simplicity and storytelling. We create work that stands out in the marketplace, and use strategy to cement its originality.