When less becomes too little

In the past decade, we’ve witnessed a dramatic shift towards stripped-down design. Tech giants and luxury brands have led the charge, transforming minimalism from a design choice to a global aesthetic language. But as minimalism becomes more widespread, how can brands truly stand out and succeed in a sea of sameness?

Minimalism works best for established brands with strong identities and products. For these brands, it’s not just about removing elements but creating focus. Take Apple and Google as prime examples; they have turned minimalism into an art form. For them, minimalism is about creating a user experience that feels intuitive, clean, and almost magical. Think of Apple’s product presentations – a device floating against a pristine background, speaking volumes without saying a word.

In fashion, Celine and Muji demonstrate that minimalism isn’t about being basic – it’s about confidence. When a brand can communicate its value with less, and in Muji’s case even without logo, it speaks to a sophisticated audience that appreciates nuance. For the growing “new luxury” consumer – customers who value quality and ethical production over brand prestige – minimalist design and commitment to sustainability offer an understated form of luxury, creating a premium experience without the traditional trappings of high-end branding.

However, in many other cases, we’re seeing a troubling trend: design homogenization. Startups and established brands alike risk blending into a sea of sans-serif logos, neutral colour palettes and missing design elements, losing distinctiveness in the process.

Take Burberry’s 2023 rebranding as an example. After years of minimalism, they revived their iconic equestrian knight logo, emphasizing heritage over trends. This move highlights a crucial point: sometimes, embracing complexity, history and a creative idea tells a more compelling story than simplicity.

As we move forward, for brands and designers, the real challenge lies in knowing when minimalism enhances a brand’s essence and when a richer design approach tells its story best.

One can highlight that the most successful brands will be those that:

• Understand minimalism as a strategic choice, not a default
• Preserve unique brand personalities
• Balance simplicity with meaningful storytelling
• Develop adaptable design systems that reflect their brand’s personality and meet evolving customer needs
• View minimalism as a communication tool rather than an aesthetic goal

And in the end, one must always ask: Does minimalism serve the brand’s core message, or does it strip away what makes the brand unique?