Visual Communication Characteristics and Practice of Minimalist Brand LOGO

School of Fine Arts and Design, Tianjin Normal University, 300387 Tianjin, China

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Abstract

The consumer market has now taken a distinctly youthful trend and the aesthetics manifested in the society have turned towards elegant labor to minimalism. Being one of the essential visual elements of brands, logos have a problem with appropriating colors to convey the message and attract young consumers. The high saturation of colors has a high impact but is easily visual tiredness and does not go well with the palette of the Gen Z generation of subtlety and simplicity. Low-saturation colors depict a high-end harmonious sound using gentle, subtle images in accordance with the aesthetic choice of young consumers. They minimize visual stimulation and maximize acceptance and comfort and can therefore be useful in minimalist logo design. In the form of multi-industry case studies, the present paper examines the descriptive aspects of minimalist logos in graphics, color, and typography. It addresses the reasons behind the ideas and benefits of low-saturation color schemes and examines practical techniques of designing in Gen Z style. The research will also provide practical recommendations that the brands can follow to enliven its appearance, appeal to young men, encourage the new generation to use bare bone logos, and improve its competitiveness in the market.