Let's not overcorrect with the trad-logo hype. Logos are difficult to analyze, in that the only thing we can say is the following—The purpose of a logomark is to distinguish a brand from the rest. There are a few exceptions, maybe if you're a corn trader, you'd want the logo to be similar to other corn traders and unlike other wheat traders. But by... See more

It’s a style that distills a message to its essence. No noise, no clutter.

We’ve seen the ’90s and ’00s aesthetics return in fashion and design - but is advertising following suit? And more importantly, can minimalism deliver the same impact for emerging or lesser-known brands that can’t depend on immediate recognition?