I didn’t realise this blandly cute, aggressively friendly, dumbed down graphic design style we see absolutely everywhere on the web has a name.
Why does every advert look the same? Blame Corporate Memphis – Wired UK
It’s an aesthetic that’s often referred to as ‘Corporate Memphis’, and it’s become the definitive style for big tech and small startups, relentlessly imitated and increasingly parodied. It involves the use of simple, well-bounded scenes of flat cartoon figures in action, often with a slight distortion in proportions (the most common of which being long, bendy arms) to signal that a company is fun and creative. Corporate Memphis is inoffensive and easy to pull off, and while its roots remain in tech marketing and user interface design, the trend has started to consume the visual world at large. It’s also drawing intense criticisms from those within the design world.
“It really boils my piss to be honest,” says Jack Hurley, a Leeds-based illustrator who says his main output is “daft seaside posters.” Hurley was familiar with the style from Facebook’s login page, but had started to see the illustrations, with their sensible, slightly strange characters, while walking around his neighbourhood as well. “I live in a student area and there are some real scumbag letting agents,” he says. “Suddenly they’ve got all this marketing with the bendy-arm-people.”
There’s just so much of it, as this collection curated by tech writer Claire L Evans shows.
Corporate Memphis – Are.na
Tracking the illustration style of choice in our tech dystopia.
But perhaps a better name for this style is Alegria.
Facebook Alegria – BUCK
A new style guide, illustration and animation system for the entire Facebook ecosystem. There’s many imitators, but there’s only one Alegria.
This video from Solar Sands explains more.
It starts with a critique of a ludicrous food delivery advert before going into more detail about this style and where it’s come from. But stick around for examples from the 1920s of this flat geometric style done right.