Is the simplification of logos an accidental trend or more? In today's article, “Why are logos getting simpler?” We will talk about the relationship between neuromarketing and logo.
The trend of simplification of logos, which started in 2010 and increased in 2014, did not come about by accident. Although, the fact that the logo was suitable for the 1.5-inch smartwatch screen was an important factor in this regard. But the real reasons for simplification are more convincing. Most of these reasons are related to the neuromarketing and logo relationship. So why are brands simplifying their logos?
First of all, we cannot ignore today's aesthetic dynamics. Nowadays, where minimalism is so popular, simplicity attracts more attention. Accordingly, the logo design keeps up with these dynamics and becomes simplified. This, of course, is the artistic side of the work, which is kneaded with aesthetic concerns.
As for the marketing side of the business,
When we consider the big brands, we see that the logo is not the only part of the brand identity. Now, with the point reached by branding and institutionalization, logos do not have to carry the whole burden alone. The logo no longer needs to describe all aspects of the brand, thanks to the visual system supporting the logo, icons, textures, illustrations, and mobile, web, print, and other formats where usage is highly diversified. In all this dynamic visual identity, a plain and simple logo takes a better place for itself.
At the same time, we can say that good brands do not need unnecessary elements. In this context, one of the most important points in logo design is the following. Eliminate forms that serve no purpose. A meaningless line or detail makes the logo overly complicated.
It is now a priority for designers to remove the load from the logo or to ensure that the logo can sustain the message with a minimum of visuals while designing a new logo. Take brands like Starbucks and Nike, for example. They don't even write their names on their logos anymore. Because they can express themselves with a single image.
Let's examine the simplification trend through examples;
Mastercard has created a logo that can be easily read on any platform, while getting rid of its burdens in its new logo. This new logo increases emotional bonds as it reduces the cognitive load of users who look at the logo with the lowest level of detail.
Ubisoft, a big game company, has renewed its logo these days. Ubisoft, trying to draw a strong brand image with the effect of the storm, has made quite a few simplifications in its new logo. The emblem is also in the right spot in terms of neuromarketing in the logo.
Airbnb is one of the brands that has turned its face to the modern line. In the old logo “What should not be done in a logo design?” There was everything to answer the question. Luckily he got the right spots. The new logo has an accurate design with a heart-shaped letter A in the center and Sans-type nail-free fonts.
Google's old logo had an era's favorite Photoshop effect (Bevel And Emboss). These kinds of effects, which tire the eyes unnecessarily, distracted the user.
Google's new logo has no quotes and no payloads. In this respect, it is a free and comfortable logo. It does not have any details that will tire users.
When viewed alone, Microsoft's old logo on the left was already a logo on its own as a font. With the emblem next to it, it gave the meanings of both a flag and a window. For this reason, while their meanings were competing with each other, they were dividing the emotional bond of the consumer.
The new Microsoft logo is an easy to recognize logo with a simpler font. In this respect, it has a simple and powerful meaning. However, we should also convey that the fact that the emblem is on the left poses a risk in terms of perception.
The attention span of today's consumers to brand messages is very short. The same is true for logos. In any advertisement where the logo is used, the consumer often does not even pay attention to the logo. Even if it does, it doesn't leave a permanent mark on your mind. At this point, the simplification of logos makes it easier for the consumer to perceive and remember the logo.
In other words, brands should be more careful while expressing the message they want to give with their logo design. It should also take into account other variables of people such as discrimination and attention. It is possible to measure the effect of simplified logos on consumers with neuromarketing tests.
Of course, the relationship between neuromarketing and logo is not limited to the simplification of logos. Scientific design features for the right customer experience require a lot of other awareness.
For example, the position of the emblem in the logo is directly related to the duration of the consumer's interest. The fact that the emblem is located to the right of the name allows people to stay on the emblem more because it does not require people to read from left to right and turn left again. We can say that the logos with the emblem in the middle or on the right stand out in this respect.
Another example is about fonts. Neuromarketing research shows us that. One of the points to be considered in typography is the intertwining of pictures and forms with writing. This often results in the brain not reading the brand name but focusing on the image. This is not a good thing when what the brain does not perceive is your brand name.
Finally, I would like to give an example of the use of geometric shapes. Our brains are very sensitive to the use of angular forms. When the logo uses an angular form that comes into contact with the text or image, the brain moves away from it. An angular structure located next to a round, oval form is perceived by the brain as a threat.
This is because the 100,000-year-old human brain still acts on this primitive instinct. Therefore, the correct use of geometric forms is an important point. All this information comes out by measuring how people react to logos as a result of neuromarketing research. This information is also a source for future logo designs.
At this point, you can click the link for more information about the relationship between neuromarketing and consumer perception.
When the aesthetic concerns of the designer are added to all these scientific data, a fully functional logo emerges.
Wouldn't you like your brand to have such a logo?