Blanding: Why logos are becoming increasingly simple

  • News
  • January 31, 2019
  • Courtney Devereux
Blanding: Why logos are becoming increasingly simple

‘Blanding’ was the latest design trend for 2018, we saw it from some of our biggest companies, fashion houses and even emerging businesses. So, what is it about minimalising logo designs that has companies jumping onboard?

You may have not noticed the design trend most companies had been adopting this year. And that was deleting every font expect sans serif and shortening the space between their logos. Already minimalist logo’s and brand names have become the popular norm, but now with even less.

Brands are created with influence from the world around them, and as the trend grew so did the adopters. This kind of logo has become so ubiquitous that it is now totally generic. Consider the recent rebrands by tech companies, like Google, Airbnb, Uber, and Slack whose logos are all variations on this theme. 

It is easy to understand why emerging businesses may adopt this trend. They’re fresh, figuring out who they are and need a logo that will represent them in the early stages of growth. Yet old, already established power houses seem to be reimagining their famous logos now in simplified designs.  

Fashion brands in particular are adopting plain, bold, all-capital-letter logos that make them barely distinguishable from one another. Everyone from high-end companies, like Burberry, Balenciaga, and Yves Saint Laurent, to more accessible brands, like Nike, have gotten in on the simplification trend.

However just because this method is often the simplest way to accommodate diverse changes in your company, it doesn’t mean it is the best option. Companies should be working at becoming more creative, and in that should be making something that is compelling and can remain in consumers minds.

There are a number of reasons why these houses have rebranded, including the chance to mark a new chapter in its history. Yet the modern look can only go so far before it loses character.

Thierry Brunfaut and Tom Greenwood wrote for The Fast Company last year that, “Omnichannel branding is a tremendous design challenge that should make companies more creative, not less.”

“I’m not advocating for getting back to fanciful, illustrative logos,” they said. “I’m asking simply for brands to be more expressive. That doesn’t mean loud, it just means personal. Honest. True. And different.”

Going against the trend, Zara has recently remastered their simple logo to one that goes against the grain. Taking a more nostalgic turn and changing its logo to a more visually stimulating, if not a little hard to read, one. Zara’s new look conjures up the heritage and weightiness of these brands with its heavy, all-caps logo, which perhaps signals something about Zara’s ambitions to carve out a place among these luxury fashion houses. 

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What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

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Foodstuffs’ Baden Ngan Kee has passed away

  • Who's Where
  • July 16, 2019
  • The Register team
Foodstuffs’ Baden Ngan Kee has passed away

Foodstuffs has announced that its former executive Baden Ngan Kee has passed away after a battle with lung cancer.

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2 Cheap Cars fined $438,000 under the Fair Trading Act

  • News
  • July 14, 2019
  • The Register team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

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Retail's new best friend

  • In association with the IHA Global Innovation Awards (GIA)
  • July 13, 2019
  • Anne Kong
Retail's new best friend

As the heart and soul of retailing further evolves, stores and the essence of shopping will continue to morph in unimaginable ways. However, amidst the storm of change, there is one aspect of shopping that remains pure, constant and motivational – the aspirational moment. Anne Kong, member of the GIA expert jury, shares her thoughts.

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Bendon looks to sell brands after financing falters

  • News
  • July 12, 2019
  • Radio New Zealand
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Bendon lingerie is looking to sell some of its brands as the future of the company becomes more uncertain.

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Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • News
  • July 11, 2019
  • Caitlin Salter
Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

The music we love is made up of many influences, including where we live. In its latest campaign, Smirnoff Pure and YoungShand tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.

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