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Minimalism ruined brand identity.
Take your logo, remove the color, and ask: could this belong to 50 other brands? Minimalist saturation has created an era of bland mid-branding, which makes expressive personality the new premium.
The backlash is already visible. This week, Inca Kolas rebrand stripped the country outline and the founding date from its logo, and some customers said it turned a brand with an identity into a bland one.
The agencys argument was that the brand needed to stand out more, Simpler isnt always better.
Sometimes its just easier to forget. Wheres the line between clean and generic? Id love to hear where you draw it.
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Orai’s branding reflects the flow of yoga and pilates. Its custom typography integrates fluid body silhouettes into a refined, minimalist design system.
Awesome! I love how it works in both horizontal and stacked formats.
A logo that looks great on a mockup isn’t necessarily a great logo. A strong visual identity should do more than look good in a presentation.
It should remain clear at different sizes, recognizable across different formats, and functional in real-world applications from business cards and app icons to apparel and digital platforms.
When developing a logo, I focus on three essential principles:
→ Clarity — The core identity remains recognizable, even at smaller sizes.
→ Simplicity — Every detail serves a purpose. Nothing unnecessary gets in the way.
→ Function — The identity works across different applications, not just in a polished mockup.
Because good design isnt just about how it looks.
Its about how well it works.
Im a branding and logo designer focused on creating thoughtful, distinctive visual identities for businesses and ambitious brands.
Looking for a logo or brand identity for your business? Send me a message!
What I've found useful is checking the one-color 16px version before any mockups exist. Did the little figure above the letters survive that in your DYB mark, or did the app icon need a simpler cut?
Old, but really good one for Giftify. A rebrand video has one job: make the new mark stick.
A rebrand video really does have one job, and the framing at the start says it all. Letting the gift icon morph into the mark is such a clean way to teach the eye. How long did the project run from first concepts to the final cut?