The Art of Less in Modern Branding
In branding terms, minimalism is a strategic approach that hones a brand right down to its essential elements, by emphasising clarity and simplicity. Mastering minimalism as a brand strategy involves the stripping away of excess to focus on the most important aspects of a brand, creating a visually strong brand identity that immediately resonates with customers.
For example, think of the Nike tick; Shelter, with the H forming an outline of a house. FedEx with the white arrow in the negative space between the E and the X.
Brands are using minimalistic branding to lift them above the noise of mass information and resonate with a modern audience craving clarity and simplicity.
So, what are the key elements of minimalistic branding?
Embracing the power of simplicity
Visual identity
The three main elements that comprise visual identity – logo, colour palette and typography – are stripped back. If you would like to learn more about the key elements of brand identity, please read my previous blog.
Logos are clean and direct, lacking in embellishments or excessive detail. The use of basic shapes and monochrome or limited colours create an immediate strong impression. Think of the overlapping circles in the Mastercard logo.
The use of negative or whitespace to convey another aspect of the brand cleverly, without using an icon or another word, is one of the foundation principles of minimalistic branding.
There are any number of logos that utilise this practice, I have already mentioned FedEx, for example. Once you have seen the white arrow, it jumps out at you every single time!
Another famous logo using whitespace is the Carrefour logo. This French supermarket chain has a red and blue logo of two arrows (Carrefour means crossroads in French), but the negative space between the two arrows depicts the letter ‘C’, in the same font as the company name. Clever, eh? You may like to take a look at this article from Brand Fabrik about big brand names using negative space in an understated and clever way!
The colour palette focuses on a single colour or two complementary and often primary colours that will resonate with customers. Think of the yellow and green Subway logo, or colours of the Swedish flag (yellow and blue) used in the Ikea logo.
Minimalistic branding employs simple typography, often sans serif fonts. These basic letter forms ensure that customers can read them easily and remember them. Good examples of brands using clear, simplistic fonts to great effect are: Subway, Airbnb, and Shelter.
Customer communications
Minimalistic branding is about uncomplicated and direct messaging.
Brand values are clearly communicated without ambiguity. What the brand stands for should be immediately evident to consumers, without extra jargon or complex messaging.
A great example here is the Nike strapline: ‘Just do it.’
In fact, this applies to content across all media, both traditional and online. There should be no extraneous details that could distract customers from the core messages the brand wants to convey, fostering an ease of engagement that will lead to a long-term relationship.
Design
Minimalism as a design approach helps customers to easily identity the key elements of the product and the messages the brand wants to convey, enhancing their experience of interacting with the brand.
Design across all channels is stripped back and streamlined, whether a website, packaging, adverts or the product itself. The whole focus of design is on simplicity and function, sometimes highlighting the quality of the product. A great example of this is Apple.
Digital branding is all about the white space and again functionality, with seamless and intuitive website and app navigation. Online branding has to capture attention immediately or be lost forever in a sea of information.
In mastering minimalism as a brand strategy, brands employ ‘design with purpose’, so that every component within the brand identity makes a clear contribution towards the brand’s goals and vision.
Icons are simplified and depicted in simplistic forms to be used everywhere, from packaging to social media platforms. Good examples of stripped back icons are the Nike tick, the Amazon smile or the golden arches of the McDonalds’ M.
You don’t really need to see the company name to make a connection with the brand, do you?
Longevity
By concentrating on the very essence of the brand and its values, brands stand the test of time and avoid current branding trends that could quickly fall out of fashion.
Did you know that the FedEx logo is now thirty years old, having been designed in 1994? It was way ahead of its time!
Minimalistic branding is about making an audience connection with just the essential elements of a brand. The core values and vision should be immediately apparent and unambiguous. But it is not just about the aesthetics of the brand. As well as creating a strong and instantly recognisable brand identity, the visual components should convey usability and functionality.
Mastering minimalism as a brand strategy involves the whole brand experience, through every interaction from initial contact to the sales process and after-sales service.
Customer contact with the brand should be seamless and enjoyable, with an ‘ease of use’ that emphasises quality and reinforces brand values.
Mastering minimalism as a brand strategy: Meaningful connections
Minimalistic branding resonates with consumers who are looking for clarity in a chaotic world of information overload.
When brands redesign or update their brand identity, they may employ a minimalist brand strategy to improve customer communications and develop a positive brand experience for customers, leading to greater engagement and boosting brand loyalty.
Minimalistic branding makes brands instantly recognisable and memorable, and can help them make meaningful connections with customers who value timelessness and simplicity:
- Messaging is clear, more direct and precise, making it more memorable
- Cleaner lines, fewer colours and simple shapes suggest refinement and convey quality
- Customer attention is focused on what really matters, as all superfluous elements have been removed
- The longevity of simplicity conveys timelessness and stability
- The brand experience is improved through ease of use in customer interactions
- Using whitespace throughout customer communications helps to create a calm and focused space
Whether you already have a brand and want to take it further, or you are thinking about creating a brand, a minimal branding strategy can help you to cut through the noise in a chaotic market place, helping customers to recognise and engage with your brand.
Mastering minimalism as a brand strategy with Make a Brew
If you need help in making your brand rise above the noise and stand out in a crowded market place, book a brew with me, Clare, your branding expert.
The kettle is always on, so if you fancy a chat about the art of less in modern branding, or how you can utilise mastering minimalism as a brand strategy to ensure your brand gets noticed and makes lasting connections with customers, get in touch today!
