May 12, 2021 - FMCG firms limit production to just essential goods

From the Editor's Desk

Debranding Is the New Branding

From Burger King and Toyota to Intel and Warner Brothers, major brands are discarding detail and depth. Why now, and what's the rush?

Advertising's oldest cliche has the client asking: "Can you make the logo bigger?" But the internet has forever constrained the dimensions of design. In a pre-Web world - when the smallest canvas for many brands was the business card - intricacy could be embraced. Nowadays, corporate identities must "click" inside an ever-expanding warren of tiny boxes, from 120-pixel iPhone buttons to 16-pixel browser "favicons."

The difficulty of ensuring that any logo (let alone an intricate, dimensional logo) stands out from the kaleidoscopic eye-candy of ads, apps and open tabs is one driver behind "mobile first" design. Here identity and functionality are conceived from the outset inside the tightest constraints - for what works on a cellphone will surely work on a water-tower.

Continued here

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