Viewpoint: Why debranding is the latest marketing trend

The ability to alter logos, pixel pressure and a desire to be perceived as professional have pushed marketing departments into the newest trend of debranding, reported Ben Schott for Bloomberg April 14.

Major companies such as Pfizer and Intel have removed elements of their classic branding in favor of a cleaner, simpler design. Removing color gradients, shadows or bold edges to logo designs are just some of the ways in which companies are debranding.

The pressure of mobile first design is one of the reasons brands are taking this approach, as they try to squeeze logos to fix onto phone screens while still keeping their integrity. Debranded designs can also be seen as more professional and corporate. By leaving behind any eccentricities or cartoons brands can be recognized as more serious, argues Mr. Schott.

Simple designs can also easily be altered and co-opted to suit occasions of various genres, for example a simple black and white logo can more easily have its colors changed to honor identity related months or days than more complicated ones. Companies that span genres or have multiple departments can also more easily alter debranded logo designs.

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