On Brand Minimalism

from: Andrew
to: Rae, Lucy
date: Tue, Feb 4, 2014 at 1:11 AM
subject: A Study on Brand Minimalism

http://www.thedieline.com/blog/2011/11/10/a-study-in-brand-minimalism.html

What do you guys think? I didn’t really like any of the final distillations (mostly 1st & 2nd), save for Schweppes’s bottle design.

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from: Rae
to: Andrew, Lucy
date: Tue, Feb 4, 2014 at 10:54 AM
subject: A Study on Brand Minimalism

lol funny this is in 2011 since this is the big trend anyways

the only one i like is the evian one and only b/c i think water packaging should be minimalist anyways…

funny because even the dieline re-branded very recently (i think like.. less than a month ago): http://www.thedieline.com/blog/reintroducing-the-dieline-new-identity-and-website
think the trend is obvious

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from: Lucy
to: Rae, Andrew
date: Tue, Feb 4, 2014 at 11:09 AM
subject: A Study on Brand Minimalism

Yeah, this trend is definitely obvious and has been somewhat long time coming.  with regards to helping/hurting the brands, i think it greatly helps the brand if they are already a well known entity (e.g., Starbucks, Durex, M&M’s) and so they can also leverage this minimalist copy with their signature brand colors (e.g., Target) that everyone is already familiar with.

I think were people run into trouble is this huge startup bubble that has all startups using Helvetica font and one color, thinking that simple is key and as long as they have a simple brand then everyone will think its sexy and everything else will fall into place (e.g., all the companies on http://betali.st/).  I think what a lot of wannabe start-ups are lacking is the understanding that branding is a lot more than just a distilled down label, it is that on top of a clear message and strong sense of brand/vision.  As sexy as these minimalist labels are, they don’t mean anything unless the company is actually as simple/efficient as they are trying to come off (e.g., Apple).