The hot trend in ultra-minimalist logos - think Mastercard or Dunkin' - goes exactly against what makes people want to buy stuff
- Today's trendy minimalist logos - think Mastercard or Dunkin' - aren't authentic or likable, according to a new report in the Harvard Business Review.
- Researchers found that "descriptive" logos (logos with a visual reference, like Apple or Starbucks) resonate with consumers more than non-descriptive logos with abstract symbols.
- The difference isn't just aesthetic - descriptive logos translate into net profit by bonding with consumers.
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It turns out the on-trend logos are, the research says, getting it wrong.
We've become used to seeing simple, elegant logos for many companies in recent years (think Mastercard, Dunkin', or Slack). But as new research suggests, many minimalist logos aren't effective because they don't indicate what the company does. An effective logo hints at what product or service is being offered. This translates to making a brand more profitable.
"Logos are symbols that are a collection of impressions about the brand," Debbie Millman, brand consultant and host of the Design Matters podcast, told Business Insider. "And we've been doing this now for 10,000 years. We create a symbol to signify something else. And then we agree that that symbol means something."