Why do so many LOGO of technology companies look almost the same? From Google to Airbnb, from Spotify to Pinterest, these companies initially used relatively special special fonts, and with the gradual maturity and expansion of brands and services, their LOGO eventually evolved into very similar serif fonts. And recently, Oh No Tpye, a famous font company, compared the evolution of the four companies’ LOGO fonts on their twitter and displayed the similarity completely.

Is this change for technical or cultural reasons? Are these companies and brands worth billions of dollars because they want to convey such information in this way?Co.Design has contacted many brand experts who have worked with design companies of these technology companies to explore this problem.

Non serif font = simplification

Siegel + Gale co chief executive officer Howard Belk:

My theory is that they want to reflect the appearance and feel of the brand from LOGO and connect with their users. These enterprises are looking for a truly cohesive identity, which can be externalized into experience and vision. So, in the face of their APP and website interface, they try to simplify it. In the process of simplification, LOGO naturally removes some of its peculiar and unique elements.

Base Design creative director and co founder Thierry Brunfaut:

The impact of visual information that consumers experience every day is enormous — whether walking in the street or facing a computer phone. Visual confusion and pressure make it difficult to get content and navigate. Influence and clarity have become the two key words that almost all brands are following. All of these bold and neutral LOGO are telling the same message that our brands and our services are simple, direct, clear, and have a very good readability.

Non serif font = simplification

Siegel + Gale co chief executive officer Howard Belk:

My theory is that they want to reflect the appearance and feel of the brand from LOGO and connect with their users. These enterprises are looking for a truly cohesive identity, which can be externalized into experience and vision. So, in the face of their APP and website interface, they try to simplify it. In the process of simplification, LOGO naturally removes some of its peculiar and unique elements.

Base Design creative director and co founder Thierry Brunfaut:

The impact of visual information that consumers experience every day is enormous — whether walking in the street or facing a computer phone. Visual confusion and pressure make it difficult to get content and navigate. Influence and clarity have become the two key words that almost all brands are following. All of these bold and neutral LOGO are telling the same message that our brands and our services are simple, direct, clear, and have a very good readability.

LOGO does not fully represent the brand

Base Design creative director and co founder Thierry Brunfaut:

The leaders of these powerful digital brands are very clear that their identity and value are no longer defined by a simple sign, which truly represent their products and services. They are strong enough, and this strength is due to the functions and services they provide. Before designing the LOGO, the designer would first seek and design it based on this concept, but now the brand itself is a concept. Perhaps the LOGO of these brands looks very similar, but because the services they provide are completely different, the core of the brand is totally different. Users agree with the functions and services they provide, and this is 100% identifiable.

These brands have been very professional in their respective fields, and they provide a wide range of functions and services, and have become an inseparable part of our life and culture. That’s why they don’t need a personalized LOGO, because these brands have changed from a noun to a verb in life, such as “Google this thing,” which has been seen everywhere. From a brand to a word, from a noun to a verb, this makes the focus of these brands migrate. It seems to be more important than an exclusive LOGO: a font that belongs to this brand on APP and web pages, which is more deep and more moist than the LOGO. Sound.

Siegel + Gale co chief executive officer Howard Belk:

I think another trend now is to stop LOGO from carrying all the branding work. In defining the brand, it has undertaken less work than ever before. By contrast, some peripheral elements and experiences related to LOGO are beginning to play a more important role. In my opinion, LOGO is beginning to play a more important role in the bridge. LOGO is in the center, but there are a bunch of other elements and experiences around to ensure the integrity of the entire brand function. It has to match a lot of other components and parts.

Simple LOGO can work better on a smart machine

Superunion New York Executive Creative Director Nick Clark:

From the beginning of the design in 2007, the scientific and technological community began to explore and move towards a flat design. The main reason is that we no longer need metaphors in the user experience, and the visual and direct design is more effective, faster and better on small screen phones. In typesetting and font design, this effect is most obvious, so that it becomes extremely stable and can be easily predicted. However, in other fields, the language of visual design may be ingrained, and their impact is not so obvious in the technology circle.

However, if you go deep into other areas, you will still see traces of influence. It may not be a change in brand LOGO, but it may move closer to a more modern style.

For flat design, it should continue to prevail, at least for a relatively long time until it is once again sung. But anyway, let’s go with the tide.

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