Minimalism is often discussed as one of the main factors reshaping the market, influencing both emerging brands and established companies. But at what point does this trend stop being functional and start becoming one of the biggest challenges facing products and brands?
The Hype Around Logos
Brands are no longer defined solely by their visual identity; they have become social markers. Clothing is no longer just about personal style—it has become one of the main ways people communicate status. But how did this begin?
In the 1990s, the logomania trend emerged, transforming fashion by turning logos into the focal point of products such as handbags, jackets, and belts. This movement fueled an increasing obsession with social status, encouraging consumers to display brands in a highly visible and often exaggerated way.
Over time, however, the market realized that this approach needed to be redefined. While logos made brands easier to recognize, they did not necessarily help them stand out or differentiate themselves from competitors.
As brands evolved, studies focused on business management and brand development led to the rise of branding. This concept expanded beyond logos, encompassing the entire ecosystem surrounding a brand, particularly the quality and functionality of its products.
The No-Branding Culture
We hear about brands constantly and from every direction. Many of us grow up believing that products associated with certain companies are automatically of high quality, but this is not always the case. Consumers frequently regret purchases made based on marketing promises that fail to meet expectations.
As a result, many new brands entering the market have begun to challenge this emphasis on aesthetics. Instead, they follow a different approach—one that reduces the prominence of the brand itself and focuses more on product quality.
This is how the “no-branding” movement emerged. By prioritizing results and placing less emphasis on logos, it attracted consumers by appearing more authentic, approachable, and genuine.
The Impact of Minimalism
At its core, minimalism aims to simplify design, making it clearer and easier to understand. By reducing visual elements such as shapes, details, and colors, it seeks to create a more direct and accessible experience for consumers.
Aligned with the no-branding movement, minimalism strips away excess aesthetics to emphasize functionality, often conveying a sense of elegance and sophistication. However, despite its intention to highlight a brand’s essence, extreme minimalism frequently requires a significant visual overhaul—one that is not always welcomed by consumers.
Rebranding and Public Perception
The market quickly adapted to these ideas. In addition to influencing the creation of new brands, they encouraged many long-established companies to embrace the trend through rebranding initiatives.
Brazilian beauty company Bruna Tavares is one of the notable examples of a brand that recently updated its visual identity. Products that once conveyed originality through distinctive typography and illustrations have become more minimalist and modern, now recognized primarily by their color palette and the BT initials.
This growing standardization has led many consumers to question these redesigns, arguing that brands lose part of their positioning and no longer stand out through the authenticity they once conveyed.
As a result, the discussion now centers on the balance between functionality and standardization. Ultimately, is the practicality offered by minimalism worth sacrificing the cultural identity that brands have spent years building?
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The article above was edited by Júlia Darú.
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