Why Companies Are 'Debranding'

Summary

The script discusses the trend of 'dbranding' among major companies, where logos are simplified to adapt to mobile-first design. The pressure to fit identities into small digital spaces has led to a return to 2D logos, a departure from the complex designs influenced by software capabilities. As brands mature, their logos evolve from playful to corporate, and fashion trends also impact logo design. The potential of a simplified logo to serve as a versatile portal is highlighted, as seen with Warner Brothers. The piece ponders the longevity of this trend, noting that branding is cyclical and may eventually return to complexity.

Takeaways

• 📉 Major brands are simplifying their logos, moving away from depth and detail to a 'dbranded' style.
• 📲 The shift is largely driven by the demands of mobile-first design, where logos need to be legible at smaller sizes.
• 🔍 The trend reflects a return to the 2D look of the past, contrasting with the design inflation seen with the advent of digital design tools.
• 🎨 The ability to add complex visual effects can sometimes lead to over-design, which the simplification trend counters.
• 🚀 As companies mature, their branding often evolves from playful and innocent to more corporate and professional, prompting logo changes.
• 🌟 The simplification of logos can also be seen as a response to fashion trends in the design industry, with many companies adopting a minimalist approach.
• 🔑 The 'dbranded' logo has the potential to act as a portal, opening up possibilities for brands with diverse offerings or that span multiple genres.
• 🎭 Warner Brothers' logo change is an example of stripping back to unlock new creative possibilities.
• 🔄 The trend of 'dbranding' may continue for some time, but trends are cyclical, and complexity and personality could return in the future.
• 🔮 The speaker, Ben Shot, suggests that once a critical mass adopts a new style, it becomes mainstream, and the cycle of trends begins anew.

Q & A

What is the recent trend in logo design that many major brands have adopted?

Many major brands have adopted a trend known as 'dbranding,' which involves simplifying their logos by discarding depth and detail, often resulting in a flatter and cleaner design.

Why have companies like Burger King and VW simplified their logos?

The simplification of logos is often due to the pressure of mobile-first design, where the challenge is to shrink an entire brand identity into a small digital space, which typically requires a return to a more 2D look.

What is the term used to describe the excessive use of visual effects in design?

The term used to describe the excessive use of visual effects in design is 'design inflation,' which can lead to overfiltered and overly complex logos and graphics.

How has the maturity of a brand influenced its logo design?

As brands mature, their logos often evolve from playful and innocent designs to more corporate and professional looks, reflecting the brand's growth and the rising stakes.

What role does the fashion industry play in logo design trends?

The fashion industry influences logo design trends, as seen with the 'little black dress' logos that have become popular, emphasizing simplicity and minimalism in brand representation.

What potential does the 'dbranded' logo have that traditional logos may lack?

A 'dbranded' logo has the potential to act as a portal, unlocking a world of possibilities and being more adaptable for brands that need to showcase variety or cater to diverse audiences.

What is the term used to describe the counter-trend against the prevailing design trend?

The term used to describe the counter-trend against the prevailing design trend is 'zagging,' which can eventually become mainstream and lead to a shift in the design paradigm.

How does the script suggest the future of 'dbranding' in logo design?

The script suggests that 'dbranding' is likely to continue for a while due to its adaptability and the current preference for simplicity in design, but it also acknowledges that trends can change, and detail, complexity, and personality may return.

What is the role of Ben Scott in the context of this script?

Ben Scott is a branding and advertising columnist for Bloomberg Opinion, providing insights and commentary on the trends and forces shaping logo design.

What is the significance of the 'Munchable hero Julius Pringle' in the script?

The 'Munchable hero Julius Pringle' is used as an example of a brand character that underwent a significant redesign, highlighting the trend of flattening and simplifying brand mascots.

How does the script describe the evolution of brand logos over time?

The script describes the evolution of brand logos as a progression from cartoonish and playful to corporate and flamboyant, then to flat and wacky, and finally to a more mature and bland design, reflecting the brand's growth and market positioning.