Finding the Perfect Balance: Simplicity and Similarity in Branding

“Form follows function” is an iconic saying in design. The function contains the logic behind a visual and should come first. There should be reasoning behind each creative choice such that you can explain the font choice, for instance. Choices shouldn’t be based on aesthetics alone. Form comes second; these are the visuals and the “pretty” elements of a brand. The idea is to find a balance – you don’t need a complex logo if it doesn’t add value to your audience. Yet, intricate and unique elements can make your brand stand out from the crowd.

From the 1940s to 1980s, logos simplism was at the forefront of most brands’ logos. After that, they became more intricate and visual. Over time, we have experienced a U-turn, and our logos have become simpler again, looking more uniform and similar.

In this blog, I will discuss simplicity vs similarity in design, covering geometrics, gestalt theory and the advantages and disadvantages of simplicity.

Are logos becoming simpler?

In the early 2000s, there was a movement to make logos look more three-dimensional, incorporating a design concept called skeuomorphism. When the internet became a common tool in everyone’s lives, users wanted to feel more comfortable using digital interfaces. So, as the internet and digital platforms became more popular, companies created realistic-looking logos. The transition also led to other trends, like the recreation of haptic feedback and keyboard tapping sounds on mobile phones, to mimic pressing actual buttons.  

As technology became more prominent and society became more familiar with it, some users argued that the skeuomorphic feel was too cluttered and difficult to read. Instead, they suggested flat, 2D logos which are easier to replicate, alter in size and view.

In 2013, Apple launched iOS 7, which gave users a completely new interface filled with flat icons. After a spell of negative feedback, we saw a shift over the next decade with many other companies following suit, such as Burger King, Instagram, and Warner Brothers.

During this time, logos were simpler and more recognisable – a return of past trends. Companies have been simplifying and complicating their logos cyclically for decades. In one instance, McDonald’s added their iconic golden arches symbol to their logo in the 1960s. By making it simple to the eye, whoever saw the logo could easily recognise it. Then, by adding a story that connects to the visual, it stays fresh in your mind.

Are logos becoming too similar?

When considering global household brands, their logos aren’t becoming too similar as they invest in research and resources to help them stand out. Startups, however, can only do so much, as their budget and resources are limited. Startups tend to stay within their industry, but it is crucial to research other industries as well as competitors to search for similar logos, though.

Simplifying your logo can be as straightforward as removing the ‘fluff’. For example, brands like Starbucks have removed components of their logo over time without eliminating the fundamental element – the mermaid. Starbucks has been de-complicating and re-complicating their logo before the beginning of the recent 2D logo trend.

Simple logos tend to comprise of geometric shapes. These are easier to remember as they are less complex. Gestalt theory expresses that there is a natural way that objects fit together in one space. The theory argues that simplicity and geometrics are naturally pleasing to the eye. On the other hand, there are only so many geometric shapes available, so there will always be room for similarity

For instance, the logos from Olympics, HSBC, and Microsoft all use geometric shapes – circles, triangles and squares placed creatively together to make a simple, recognisable brand.

What are the pitfalls of having a similar logo to other companies?

If two companies, regardless of size, are in different industries, avoiding similitude can be tricky. Take Pepsi and Korean Air, for example. They share an extreme resemblance in colour, shape, and elements. However, both logos share different meanings and identities; and operate in completely different industries.

Two other companies that share similar logos are Chanel and Gucci. Both brands are in the luxury fashion industry, leaving room for confusion and ambiguity. Both brands also use the first initials from their names in overlapping circles. Nevertheless, their brand stories will still differ for such two well-known brands in the same industries. Each brand needs to work hard to distinguish itself to its target audience.

In plain terms, avoid sharing a similar logo with your competitor. If it’s unavoidable, aim to diversify. It is widely accepted if you have a similar logo to a company out with your industry.

How else can a brand stand out?

There are many ways for a brand to differentiate itself from others. If the shape of your logo is similar, consider choosing a different colour palette. A brand could also use dissimilar fonts and tone of voice.

Remember that a brand’s icon could be the same as another’s. But the target audience might be different, so the brands might have contrasting stories around their similar logos. Unique and independent stories can create captivating worlds that engage separate target groups.

Advantages and disadvantages of simplicity

As with anything, simplicity comes with benefits and drawbacks. On one hand, simplicity is memorable, on the other, it creates more risk for being indistinguishable from other businesses. Here are the main advantages and disadvantages to help you make an informed decision.

Advantages:

• The simpler a logo is, the more memorable it is to your target audience.
• It’s easy to replicate; if a child can draw your logo, you are on the right path.
• Use other elements of your brand e.g., tone of voice and imagery to be different.

Disadvantages:

• You need thorough research into your industry to design a dissimilar brand.
• The research is tougher in smaller companies/start-ups due to budget and resource constraints.
• To be truly different, you must consider different countries with different languages, as similarities might crop up that you hadn’t anticipated.

If you are thinking about simplifying your logo, or looking for a full brand refresh, feel free to contact me for an informal chat at mail@anjapeter.com. I’d be happy to help!