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Fashion and the evolution design are definitely part of the story. The brain also interprets simple forms differently than complex ones. It accesses them in a way that is more universal, to all people of all countries, more open to interpretation than other forms. And we can’t put it in words better than his illustration below. This sums it up quite well:  Take the corporation Apple for example. In 2014, iOS icons became flat. As did Mac icons in 2015. The true reason behind this change is not just fashion but accessibility. Global accessibility and interpretation. The question is "what design can we make that citizens in every country and society will understand?".  The Apple Safari icon as an example, our idea of a compass is not the same as yours. Ours might be a modern one, or even a Google Map, rather than something from past centuries. Abstraction (the new design) lets us see the core idea of ‘compass’ and add our own idea to it, rather than forcing the ideas of another.
This is globally groundbreaking. We hope you've seen flat design from a new angle.
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We know that you need to localise your content when taking your brand across the globe. The message you emit is important to any audience you target and literal translations of the message won’t always cut it. Sometimes even the brand name needs to change. 
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Microsoft unveiled their new logo after 25 years of black, white and italics. Everyone seemed to have an opinion. We reflect on this monumental change.
As designers, we often use design to make things pretty. Quite often, what's prettiest and what's the best for the user is at odds. Our job is to put the two together and ensure the user experience is at the heart of creative design.  We'll use the majority of Internet Explorer's demographics as an example, the older audience - those that couldn't care less of the brands bad reputation in the developer world. What is most important for most of the audience is that the "e" is the icon that brings the Internet. The first thing they will look for is that familiar "e". Microsoft right keeps familiarity centre stage.  Whilst Microsoft shied away from its old corporate logo, rival Apple covered the entire country with its stores and its glowing apple as a beacon of simplicity. Microsoft’s new graphic simplicity is what originally attracted so many to Apple and its elegant products in the first place and now that that the difference between the two mega brands is eroding, it leaves these four squares as the next beacon of simplicity.
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Colour is important. As the first non-verbal message of your brand, it conveys meaning. Human survival is caught up on colour. Green tells us to keep going at traffic lights; everything is safe and good. Red tells us to stop; avoid danger. Yellow tells us to be cautious; we aren't sure exactly what is ahead. We use these colours to help us remember what to do when the different parts of the brain are in charge. RedRed is intense. It offers conflicting emotions from blood, danger and warfare to love, passion and beauty.  Red Bull gets a double dose of red in its logo and is a great colour choice for a logo that represents an energy drink company. The company markets the drink as, “Red Bull vitalises body and mind” and “Red Bull gives you wiiings!”. Both of these phrases reinforce why red was an excellent colour choice for the logo. By accenting the red with yellow a loosely analogous colour palette is created for the brand.
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 Google last week, in case you missed it, introduced a brand new logo design. The most obvious change is that Google's new typeface does away with the serifs that defined the brand for the past 16 years. While most might yawn at Google’s new logo design, this is the type of stuff that designers live for. Google packages its world-dominating and ultra-complex operation into a cutesy wrapper of bright and cartoonist tones. In case you miss the pre-school reference in the playful primary colours, the rotated lower-case “e” of the new sans serif version appeals to its audience.  Google’s new logo is perfection to many designers. Google has taken the conflicting attributes of the design (the letter, the text and the image) and turned them into a playfully modern expression for their behemoth brand. As a global powerhouse, with a perceived soft centre, the logo does a good job of conveying that playfulness, without being too childlike. It will make a lot more sense as it continues to live, grow and adapt across so many new platforms |
