Is the simplification of logos a coincidental trend or more? In today's article, we will talk about the relationship between the neuromarketing and logo through the question of why the logos are simplified.
It is not a coincidence that the logos started in 2010 and the frequency of the logos increased in 2014. The necessity of the logo to be suitable for the 1.5-inch smart watch screen is of course an important factor, but the main reasons for simplification are more convincing. Most of these reasons are linked to the relationship between neuromarketing and logo. Why do brands simplify their logos?
First of all, we cannot ignore today's aesthetic dynamics. It is not wrong to say that simplicity attracts more attention nowadays. Accordingly, the logos keep up with these dynamics and simplify them. This is of course the artistic side of the work with aesthetic concerns.
As for the marketing side of the business,
When we consider well-established brands, we see that the logo is not the only part of the brand identity. Now, with the point of branding and institutionalization, the logos do not have to pull the whole load alone. The visual system that supports the logo, icons, textures, illustrations and mobile, web, print, and various other formats that use a wide variety of logos no longer need to tell all aspects of the brand. In this dynamic visual identity, a simple and simple logo can make a better place for itself.
At the same time, well-established brands do not need unnecessary elements. In this context, one of the most important points in logo design is to destroy forms that do not serve any purpose. A meaningless line or detail can make the logo extremely complicated. Now, for designers to load the logo or a new logo is designed to keep the message with minimal visualization is a priority point. Let's consider brands like Starbucks and Nike. They don't even write their names in their logos and they can express themselves with a single image.
Let's examine the trend of simplification through examples;
Mastercard aims at a logo which can be read easily on any platform while getting rid of its cargo in its new logo. At the same time, this new logo will reduce the possible cognitive workload of the users looking at the logo with the reduced level of detail.
A major gaming company, Ubisoft has renewed its logo these days. Ubisoft, which is trying to draw a strong brand image with the effect of the storm, has adapted the simplification trend by throwing a lot of load from the ship in its new logo. The emblem is also positioned at the right point in terms of neuromarketing in the logo.
Airbnb'de again returned to the modern line of brands. The old logo, 'What should not be done in the design of a logo,' 'the answer to the question of what makes the move the brand has caught the right spot. With a heart-shaped letter A and Sans-free font-free fonts, the new logo has a very accurate design.
Google's old logo has a favorite Photoshop effects (Bevel And Emboss) of a period . Such unnecessary effects can also distract the user.
Google's new logo gets rid of quotes and loads. Free and comfortable logo, users will exhaust details.
Microsoft's old logo on the left is a logo that is already on its own as a font, while its emblem provides both a flag and a window. For this reason, in fact, they have the risk of causing the division of the emotional bond of the consumer while competing with each other. The new Microsoft logo has a simple and powerful sense that can be easily detected by a simplified font. We should also note, however, that the positioning of the emblem on the left poses a risk for perceptibility.
Nowadays, the interest of consumers in brand messages is measured in seconds. The same goes for the logos. In any advertisement where the logo is used, the consumer often does not pay attention to the logo, even if he does not leave a permanent mark on his mind. At this point, the simplification of the logos makes it easier for the consumer to detect and keep the logo.
In other words, when brands express the message they want to give, they have to take into account other variables such as distinction, attention collection. The effects of the simplified logos on the consumer can be measured by using neuromarketing tests.
The relationship between neuromarketing and logo is of course not limited to the simplification of logos.
For example, the position of the emblem in the logo is directly related to the time it takes to maintain consumer interest. The emblem is located on the right of the name, it does not require people to read from left to right and turn left again so that they remain on the emblem more. We can say that the logo with its emblem in the middle or right is prominent in this respect. Another example is related to fonts. Neuromarketing studies show us that one of the points that should be considered in the typography is the fact that pictures and forms are interwoven in writing. This usually results in the brain focusing on the picture without reading the name of the brand. The thing that the brain doesn't recognize is that when you have a brand name, it doesn't seem like a good result.
Finally, I would like to give an example of the use of geometric shapes. Our brain is very sensitive to the use of angular forms. When the logo uses a angular form in contact with the text or image, the brain wants to move away from it involuntarily. A circular, oval form, located next to an angular structure, is perceived as a threat by the brain. The reason is that the 100,000-year-old human brain still acts with this primitive instinct. Therefore, the correct use of geometric forms is an important point. All this information is revealed by measuring how people react to logos as a result of neuromarketing research. This information is also a resource for future logo designs.
We wrote about Consumer Perception And Message Intensity.
When all these scientific data are added to the designer's aesthetic concerns, a fully functional logo appears.
Wouldn't you like your brand to have such a logo?
People think that neuromarketing can find the buying button in consumer’s mind. We will discuss that issue in our article ”Neuromarketing and Ethics”.