At the beginning of the new century, all brands used to restyle their logos by adding 3D effects through the use of shines and shadows, but in the last few years, we have seen how most of them have gotten rid of them and opted for flat logos in London, knowing the criticism they would surely receive. Let’s see why.
Flat logo design rules the day. It is a minimalist design style characterized by the use of simple elements, bold typography, and flat colors. It consists of eliminating layer by layer all those unnecessary elements, leaving only the essential.
Several reasons have led brands to apply a flat design to their symbols. Let’s analyze some of them:
Not so long ago, it was common to find designs so overloaded with elements and information that it was frustrating for the user. A clean design is clearer, increases readability, attracts our attention, and allows us to focus on the information presented.
Ease of recall
According to a group of researchers, the human brain can store 1 petabyte of data (1 million gigabytes). It may seem an immense amount, which it is, but due to digitalization, we are increasingly exposed to more and more information that our brain must filter.
A logo with few elements is more readable and easier to remember than a complex one, and brands know it. It is a battle to enter and remain in the consumer’s memory.
Screen size and resolution
Every year the size and resolution of monitors increase (HD, Full HD, Ultra HD, 4k, 8k). Years ago, the lack of resolution motivated the use of shadows to generate contrast and increase the legibility of logos.
Today the lowest resolution of any device is 720p and graphics look sharp on any screen, so shadows are no longer necessary.
Versatility and scalability
Gone are the days when brands bid to appear on the largest billboards. Now the fight is on the small screens.
Nowadays, a logo must work in a multitude of media, formats, and scales. The simpler the symbol, the greater its versatility and possibilities of use.
3D animations, virtual reality, augmented reality, or light and sound are examples of new logo applications.
A logo with numerous strokes, colors, gradients, and effects undoubtedly translates into a heavier file. Users are less and less patient and are not willing to wait for a web page to load.
Although the weight of the logo may seem irrelevant compared to other types of resources, we must remember that a website can contain dozens of reproductions of the logo.
Besides, you have to start somewhere, and let’s not forget that the loading speed of the website and the user experience are criteria used by Google to classify your website.
Flat design has focused on the functionality of each interface element where it will be reproduced rather than on its appearance. All this has made the flat, the minimalist, seem avant-garde, innovative.
That’s why the big brands increasingly want to move in this direction, setting a trend that ends up affecting all brands and companies, regardless of their position in the market.
Although it may seem that brands are simply following a trend, the use of flat logos is also motivated by technical issues. Does your brand use a flat design?