Why do company logos look more and more alike?

Straight, sans serifs, and sometimes devoid of personality, the logos of fashion brands and technology companies tend towards uniformity and an eerie resemblance. explanations.

Geeks have never been known for their fashion sense, to put it mildly. That did not prevent some of them become rock stars They have built businesses that are an integral part of our daily lives. Curiously, the worlds of fashion and technology today have many commonalities after being politely ignored. Symbol of this unexpected union, the visual similarity of the logos of the prêt-à-porter and haute couture brands with that of the logos of the spearheads of Silicon Valley. Seen by various graphic designers and bloggers around the world, the trend intrigues. If for the fashion sector a concern for aesthetics that tends to simplicity can be understood. The logos of the tech giants have gone from kitsch to fancy in just a few years.even a few months.

general normalization

This visual standardization and simplification affects other sectors, but to a lesser extent. Then How to explain this approach between two worlds that everything opposes at the base? “We can assume that the very strong presence of fashion and luxury brands on social networks has brought these two worlds closer together. One trying to seize the codes of the other”, advances Jean-Claude Jouret, doctor of communication and professor of marketing at the Ichec.

another clue, the forefront of the fashion sector and more particularly haute couture. Though somewhat reticent at first, the big houses have since largely embraced the digital revolution. They are the first to jump into the metaverse to host a virtual fashion week or sell bags, shoes and clothes in the form of NFTs, these digital certificates that authenticate ownership of digital assets. As with their collections, they lay the groundwork for what will be “mainstream” tomorrow.



“The globalization of brands implies attracting more people in very different territories and therefore softening their logo.”

Jean-Claude Jouret

Doctor of communication and professor of marketing

Sans serif, but in color

For their part, companies in the technology sector no longer give as much importance to their logo as they used to, it is a fact. They assume that it is their product that now defines them and no longer their logo. Their notoriety is such that some of them have even become verbs (Google, Uber, Skype). Sometimes they don’t even need their entire logo to be recognized. A feat that they owe to the popularization of their mobile applications in recent years. The small application icons present on smartphones have forced brands to simplify their identity as much as possible to be recognizable at a glance. The F of Facebook, the G of Google or the A of Airbnb are recognizable among a thousand, because our gaze crosses them hundreds of times a day on our phone even if we don’t click on it. Then come the whimsical logos of the early Internet. But the sector retains a touch of fantasy while maintaining its colors. While haute couture has chosen to opt for the vast majority of black and white.

Common point even in this evolution, the disappearance of the serifs. These small serifs at the end of the letters have disappeared over time to make way for straight and thin fonts. The result is greater readability, but also difficulty in differentiating. “The globalization of brands means attracting more people in very different territories and therefore making your logo softer”, explains our expert. But Watch out for sudden visual changes. In principle, they are reserved for brands with a well-established global reputation. “Ikea will find it easier to change its logo than Vastiau-Godeau. If you look at what happened with the Peugeot, Renault, Coca-Cola or Starbucks logos, it was done in stages to get the consumer used to it. Here, it’s much more sudden According to Jean-Claude Jouret.



“Thanks to its reputation, Ikea will find it easier to change its logo than Vastiau-Godeau.”

Jean-Claude Jouret

Doctor of communication and professor of marketing

This trend is part of a global movement of aesthetic simplification that goes far beyond logos and that we find today even in street furniture. Technology and haute couture were ahead, as always.

The summary

  • The logos of companies in the technology industry and high fashion brands. look alike feature for feature.
  • Desire to reach different markets, oversimplification and smartphone influence, The reasons for this visual symmetry are many..
  • Over time, the serif of the letters disappeared to make give way to straight letters and with less personality.

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