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Minimalist logos have nothing to do with globohomo, schizos. There has been a push and pull between realistic and simplified logos for decades. Skeuomorphic logos (like the old Instagram logo looking like a Polaroid camera) existed in the early days of mobile phones because it made people easier to transition from physical to digital if the digital thing functions as closely to the real item as possible, that’s the same reason we use “folders” and “trash cans” instead of file trees to store things on a computer. In the early days of the internet, screen resolution wasn’t very good so companies that wanted a digital presence needed to simplify their logos to be recognizable on computers. Having a simple logo also makes a brand more easily recognized and its more flexible to use in every application than a logo with a lot of lines and color. Today, screen resolution isn’t a problem and you’re seeing a push away from soulless minimalism back to more decorative serifs and illustrations - just look at the Chobani or Burger King rebrands.
Look at Pepsi’s logo through the year and you can see the shift in cultural preferences through time from 70s minimalism to very illustrative in the 2000s back to minimalism today.
t. designer
