Design Trends: Flat Design Branding & Identity

This has been an exciting year when it comes to logo & branding redesigns, with the rapid shift such as Yahoo!, Bing, Apple’s recently released iOS 7 , and Google just might be following the flat design fad.

Gone are the bevels. So are the 90′s outline strokes. And shadows…really? It seems like just about every industry leading tech company in existence has just got the TPS report: get rid of all the fuss, logos and branding shall be clean, flat.  The purpose? to shed the unnecessary to be a minimal, modern look that emphasizes functionality and easily be identified.


Every 30 years or so, design trends are often revisited. For example in fashion, something popular in vogue 30 years or so ago, comes back usually and most definitely refined and more simplified. Same goes with art and design. Each trend could be easily a reaction to the period that came before it, the only difference is the usage of technology and resources. But the core design aesthetic always remains the same.

Flat design is a fad, but it’s a completely appropriate and understandable approach, and one which we think is helping design on the web move away from its old crutches, with more focus on clearer messages, composition, typography and space. “Is it necessary?” — is what we repeatedly ask ourselves here at Persius when designing brands.


Branding is an essential part of your company vision. It works together with elements such as your website, collateral, brand promise, and marketing efforts to set the tone for your company as a whole in the public arena. And while this sounds simple enough, many logos tend to overshoot or fall short.

In terms of branding: when you keep things simple you communicate confidence, and also allow your brand assets more flexibility in terms of scale and use.  And from a mobile web perspective: simple, flatter assets will load quicker and deliver a message clearly.


It can be — request a consultation with Persius Creative today!

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