Why Do So Many Brands Change Their Logos and Look Like Everyone Else?

We're in the era of modern software companies as lifestyle brands. We've passed the basic utility phase; now, it's about delivering an experience and forging an identity that resonates with the aspirations and values of your audience. UX has become a fashion statement, and standout products have style. We'll see: - Haute Couture software - Lux... See more

Another example that comes to mind is this David Perell’s series of observations about “everything looking the same now”; in this case, company logos all moving to a narrow band of sans serif fonts. There are many possible explanations here, like homogenous design tools, but the Occam’s Razor answer is simply that these brands have global audiences... See more

So, there you have it. The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colours and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we

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Like many writers before me, I tend to lean on vague hand-waving when the need to define taste, or rather, good taste, arises. A common trope is to use the phrase US Supreme Court justice Stewart famously gave to describe obscenity, a similarly hard-to-describe bedfellow of taste, in 1964: “I know it when I see it.” In design, good taste can be kno... See more