The world's most hated art style

Summary

This video explores the rise and evolution of the 'Corporate Memphis' design style, tracing its origins from the 1980s Memphis Group to its mainstream adoption by big tech companies like Facebook and Slack in the 2010s. The style, characterized by abstract, flat, and colorful illustrations, was initially created for inclusivity but became a tool for 'woke capitalism.' The video critiques how corporations use this aesthetic to appear progressive while sidestepping real social issues. Ultimately, it argues that while the style itself isn't inherently flawed, its commercialization strips it of authenticity and emotional depth.

Takeaways

• 😀 The Corporate Memphis style, characterized by exaggerated proportions, bright colors, and abstract figures, became popular in tech and social media design in the 2010s.
• 🎨 The Allegria art style, created by design agency Buck for Facebook in 2017, is rooted in flat, minimal, geometric shapes with abstract figures that were designed to be universally appealing and inclusive.
• 🤔 Buck's claim that they created the Allegria style is debunked, as the design shares similarities with earlier art movements like Memphis, art deco, and even 1920s works by A.M. Cassandre.
• 🌍 The resurgence of bold, graphic styles like Memphis in the 2010s coincides with global instability, such as the financial crisis, political unrest, and calls for social change, making these designs a visual response to uncertainty.
• 📱 Apple’s shift from skeuomorphic design to flat, minimalistic design in 2013 was pivotal in shaping the visual language of modern tech, influencing a wave of minimalist illustrations in apps and websites.
• 💡 The rise of flat design and minimalism helped push illustrations into the mainstream, with companies using them to fill white space and add character to their digital interfaces.
• 🌈 In the mid-2010s, tech companies began adopting corporate Memphis style illustrations as part of a broader trend toward appearing socially conscious and inclusive, though the style often lacks true representation.
• ⚠️ The abstraction in Corporate Memphis illustrations, such as using blue or green skin and exaggerated limbs, allowed companies to sidestep issues of real-world representation, leading to critiques of ‘woke capitalism’ and superficial inclusion.
• 😔 The criticisms of Corporate Memphis art arise from its perceived emptiness—companies like Facebook and Spotify used this style to present a friendly, inclusive image while engaging in practices that often undermine those values.
• 💔 The rise of Corporate Memphis was seen as the death of an innocent art style, originally created by artists with genuine social aims, which was co-opted and commercialized by big tech companies for profit and image management.

Q & A

What is the Corporate Memphis art style?

The Corporate Memphis art style is characterized by abstract, minimalist figures with exaggerated proportions, bright, non-representational colors, and geometric shapes. It's widely used in tech and corporate branding to convey a sense of inclusivity and accessibility.

Where did the Corporate Memphis art style originate?

The Corporate Memphis art style traces its origins to the design agency Buck, specifically their Allegria style guide created for Facebook in 2017. However, elements of this style can be linked back to earlier movements like the Memphis Group in the 1980s and Art Deco in the 1920s.

How did the rise of Corporate Memphis coincide with shifts in design trends?

The rise of Corporate Memphis aligned with the move towards minimalist design in the tech industry, especially after Apple abandoned skeuomorphism in 2013. This transition led to the adoption of flat, simple designs that were easily scalable for tech companies and websites.

Why did companies like Facebook adopt the Corporate Memphis style?

Facebook and other companies adopted Corporate Memphis because its abstract, non-representational nature allowed them to sidestep complex issues around diversity and representation. The style was seen as universally appealing and easy to implement across different platforms.

What criticism does the Corporate Memphis style face?

Corporate Memphis faces criticism for being soulless and impersonal. It's often used by companies to appear socially conscious or progressive without truly addressing real-world issues. This has led to accusations of 'woke capitalism,' where companies use the style to mask their exploitative practices.

What is the connection between Corporate Memphis and 'woke capitalism'?

The connection lies in the use of Corporate Memphis by tech companies to present themselves as socially aware and inclusive, particularly during the rise of social justice movements in the mid-2010s. However, the style is often seen as a superficial attempt to appear progressive without actually making substantive changes or addressing underlying problems.

What historical design movements influenced Corporate Memphis?

Corporate Memphis draws from earlier design movements such as the Memphis Group from the 1980s, which featured bright colors and bold geometric shapes. It also shares visual similarities with Art Deco from the 1920s, which used similar vibrant, modern aesthetics to convey optimism and progress.

How does Corporate Memphis relate to skeuomorphic design?

Corporate Memphis is a reaction against skeuomorphic design, which aimed to make digital interfaces resemble real-world objects. As skeuomorphism was phased out, minimalist and flat designs like Corporate Memphis emerged as a cleaner, more modern alternative that worked better in digital spaces.

What role did the global political climate play in the popularity of Corporate Memphis?

The global political climate, marked by instability (e.g., the 2008 financial crisis, political unrest, and the aftermath of events like 9/11), fueled a desire for optimism and renewal. This sense of rebuilding after crisis is reflected in the Corporate Memphis style, which conveys hope and a clean, simplified future.

Why is Corporate Memphis seen as inauthentic or soulless by some critics?

Critics view Corporate Memphis as inauthentic because it reduces complex human experiences and social issues into oversimplified, abstract visuals. The style is often used by companies as a tool to appear inclusive or progressive without addressing the deeper, systemic issues it represents, which leads to its perception as 'soulless.'