When Minimalism Goes Too Far: Corporate Branding That Has Lost Its Design Personality
By Taylor Crow
In recent years, trendy graphic design minimalism has spread to corporate logos and branding. Apple pioneered the “extreme minimalism” designphilosophy, and with the company’s meteoric success came countless imitators. Apple’s approach to design is stripped-down and simplified to the cleanest lines, and much of the premium pricing of their products can be attributed to its design aesthetic. And while it works beautifully for the tech company, extreme minimalism is oftentimes the wrong branding choice for companies today.
We’ll explore a few recent logo changes that have arguably robbed their respective brands of personality and recognizability in an attempt to keep up with the minimalist aesthetic craze.
Pringles has had quite a few logos over the brand’s life, and they’ve all featured the iconic Mr. Pringle. Most of the updates have been necessary to modernize the logo as design trends evolved. However, the 2020 redesign falls into the same trap of minimalism destroying recognizability and personality of the mascot. It strips Mr. Pringle of not just his facial details, but his color as well. Perhaps worst of all, they took away the white glint in his eyes, and now the chip-loving man lacks all signs of life. Mix that with the strange placement of the bowtie, and this logo redesign was both unnecessary and off-putting. We demand justice for Mr. Pringle!