Why do so many brands change their logos and look like everyone else? (velvetshark.com)

Article summary

The article discusses the trend of companies changing their logos to simpler, sans serif designs, often resulting in a loss of uniqueness and memorability. This trend is observed in various industries, including fashion and technology. The author argues that the pursuit of simplicity and legibility has led to a homogenization of logos, making it difficult for brands to stand out. The article also explores possible reasons for this trend, including the desire for a modern and universal look.

Main themes

• logo design trends
• brand identity
• simplicity vs uniqueness
• marketing strategies
• design agencies
• legacy and impact
• timeless design
• brand recognition

What commenters say

• Changing logos to sans serif designs is a result of a cyclical trend in design, with companies following the current style to appear modern.
• The desire for simplicity and legibility is driving the trend, but it comes at the cost of uniqueness and memorability.
• Marketing teams get bored with their branding and ads before consumers do, leading to unnecessary changes.
• The trend is also driven by the need for executives to leave a legacy and make a visible impact, even if it's not necessarily beneficial for the company.
• The use of external brand design agencies and digital libraries of fonts contributes to the similarity in logos.
• Some argue that a timeless logo is one that remains unchanged, while others believe that a logo should evolve to stay relevant.
• The cost of replacing a logo is often underestimated, with the process of updating all instances of the logo being orders of magnitude more expensive than designing a new one.
• The effectiveness of a logo change is questionable, with some companies seeing no significant impact on their brand recognition or financial performance.