You don’t need a degree in visual identity to notice a certain amount of homogeneity amongst corporate branding these days. Graphic designer and writer Rachel Hawley investigates this “creepy cheerfulness of a thousand smiling san serifs.”
The corporate logo singularity
By the time Facebook and Google got in on the fun, of course, this new style was well underway. Motorola, Spotify, Airbnb, PayPal, and Lenovo had all undergone similar redesigns; over the next few years, Dropbox, Mastercard, Pandora, Pinterest, and Uber followed suit, among others. The twenty-first century, it became clear, would be smooth, sleek, and simple.
What we’ve been left with is the unsettling omnipresence of a single corporate aesthetic, its reach rapidly expanding beyond its tech origins. Taken individually, any of these wordmarks might effectively communicate the intended qualities of friendliness and approachability; together, their cheerfulness is downright creepy, like the painted-on smile of a clown’s face.
Here, the truth is made plain: the childlike nature of corporate branding isn’t a random trend, but part of the mindset that consumers ought to be treated like children. Details are the sinister machinations of faceless authority figures; friendly colors and geometric letters like those on a toddler’s building blocks are comforting by contrast. That each brand looks more or less like the next is only for the better: the world is a little smaller that way, less likely to confuse or frighten. As Jesse Barron wrote for Real Life magazine in 2016, “We’re in the middle of a decade of post-dignity design, whose dogma is cuteness.” Cuteness, employed as these companies do, talks down to you without words.
In related news, Firefox is having a rebrand. And yes, this feels quite ‘cute’ too, after reading Rachel’s article.
Mozilla gives Firefox a new look that goes beyond the logo
Built around four distinct ideological pillars — a radical optimism about the internet, a desire to build better products, a drive towards openness, and a belief in the fundamental importance of being driven by strong convictions — the new look and feel isn’t the end of story, with Mozilla claiming that: “As a living brand, Firefox will never be done. It will continue to evolve as we change and the world changes around us.”
Firefox’s new logo has more fire, less fox
But before you say “What did they do to that poor fox!” know that the logo you see above actually isn’t the browser logo — that’s the brand-new overarching logo for Mozilla’s whole family of Firefox products, with each component (including the browser) having its own logo, too.