Minimalistic Brand Identity

Minimalistic Brand Identity

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Minimalistic brand identity, the backlash and the battle for accessibility by Danila Gerasimovs, Design Enterprise Studio Member, March 2022If you have been actively using the internet, social media or phone apps for the last two to four years you will know that feeling. You open an app or website and get an off-putting sense that something has changed. You can't put a finger on it at first, but then it all comes together, the colours have are different, the logo, maybe even the font. User backlashes against such changes echo through twitter, reddit and meme culture in general. In this article I want to reflect on some successes and failures of minimalistic logo re-branding, using some of the most well-known brands as examples. “Old” minimalistic designOf course minimalistic (or flat) design is not new by any means, it seems most areas of design, media, architecture, planning and even art have been heading this direction for much longer than a decade. Modernism, Bauhaus and...
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Emotion Design

Emotion Design

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Three ways to evoke emotion through your web site design by Jess Kent-Woolsey, Design Enterprise Studio Member, March 2022Emotions play an important role in our experiences. They paint our realities, guide decision making and draw attention. This also applies in the digital world when we design user experiences. How on earth can a digital screen provoke emotion, I hear you ask? That’s a valid question.A good way to look at this is to divide the emotional experience into three parts: Usable, desirable and useful. Usable refers to the functionality, or usability, of the experience such as the navigation and information architecture. Desirable refers to the aesthetic elements that appeal to our visual and auditory senses, such as the interface, interaction and visual design. Useful means the experience satisfied a particular need and could do so again. A harmony of all three components can make the experience stand out from competitors and persuade users into becoming long-term customers. Image source: Hong Yoon Jung Elicit...
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