Why Brands are Ditching Cursive for Minimalism: A Look at Logo Trends

May 30

Recently, I was walking down the grocery store aisle and noticed that my favorite cottage cheese brand, Breakstone’s, had rebranded—and it made me think about a trend I’ve noticed with brands of all sizes. Cursive fonts—like Breakstone’s old logo—are seemingly falling out of fashion for wordmark logos. Beyond wordmark logos, simplistic branding is on the rise, with brands like Mastercard, Starbucks, and Google opting for more minimalistic looks.

This shift towards minimalism isn't just a fleeting fad, as it reflects deeper changes in consumer behavior, technological advancements, and marketing strategies. Let's explore why this trend is gaining traction and what it means for brands and their identities.

The Rise of Simplification

Over the past few years, several well-known brands have opted to streamline their logos. Consider Johnson & Johnson (J&J). Their classic branding, appearing on everything from bandages to baby soap, has now shifted to a much simpler aesthetic. The company is now primarily interested in pharmaceuticals and healthcare innovation—and with their changing identity, they’ve rebranded from their iconic red cursive “Johnson & Johnson” to a sans serif, still red version, matching trends consistent with their new primary industry.

Interestingly, their classic products, like Band-Aids, Listerine, and their many lines of baby products are now under their brand, “Kenvue”, which has also taken on a minimalistic logo and brand identity.

You may be wondering why a company as recognizable and storied as J&J would rebrand itself—and the answers to that question could help explain this trend in a larger context. As we explore why brands are switching toward simplification, remember that J&J isn’t alone. Over the last several years, companies like Eddie Bauer, Mailchimp, and Pinterest have all participated in rebranding toward more simplified and clean logos.

This trend can be attributed to a few key factors:

1. Digital Readability and Versatility

As our world becomes increasingly digital, logos must perform well on various screens and devices. Simplified designs ensure logos are easily recognizable on everything from large billboards to tiny smartphone screens. A complex, intricate logo might look stunning on a storefront but could lose its impact when scaled down to fit a social media profile picture or app icon.

In 2016, Instagram rebranded from its cursive wordmark to a simple, gradient icon. This is a perfect example of a rebrand that helped a brand retain its distinctiveness, yet clarified its visual identity to work on all platforms.

2. The Decline of Cursive Knowledge

Another interesting factor driving this trend is the decline in cursive writing proficiency. In 2010, the Common Core Standards for education in the US dropped cursive from the curriculum, instead emphasizing keyboard skills and other digital communications. This has resulted in a significant percentage of those in Gen Z and Gen Alpha who cannot read or write cursive.

In fact, the Eddie Bauer rebrand was heavily influenced by this. CEO Tim Bantle’s goal is to stay relevant with the next generation of buyers—who were incidentally, unable to read their old logo. However, their rebrand didn’t just move toward a sans serif font and call it a day. They added a goose to the new logo—paying homage to their history as the first patented down jacket in the US.

What can we learn from this? Relying on intricate, cursive fonts, even if they are synonymous with your brand, could be holding you back from resonating with your audience—especially if they are in a younger demographic.

3. Brand Refresh Cycles

It’s common practice for brands to refresh or rebrand themselves every 7-10 years. This cycle allows companies to stay relevant and adapt to changing market conditions and consumer preferences. A simplified logo can symbolize a fresh, modern outlook while maintaining core brand recognition.

The most recent Mailchimp rebrand encapsulated this idea, as they’ve had 6 logos since their inception in 2001 (view the progression of their branding here).

The Peer Pressure of Rebranding

While following trends can keep a brand looking contemporary, it’s crucial to remember that just because others are simplifying their logos, it doesn't mean every brand should. Before pulling the trigger on an expensive rebrand, there are vital questions to consider, such as:

Is my current brand identity serving me well?
Who is my target audience?
Where do I see my business going in the next 5 years?

Visit our Resources Page for a free downloadable with more questions to consider to build and clarify your brand.

In some instances, rebranding could be premature. One of the reasons several companies have invested in the rebranding process is because their target audience couldn’t read their cursive logo. Ironically, after a 14-year hiatus, several states are reintroducing cursive into their curriculums. This won’t fix the fact that a significant percentage of young adults cannot read cursive and brands making adjustments based on this fact is valid, especially if these people are their target audience. However, this does serve as a reminder that making adjustments to your brand based on one issue could be shortsighted, as issues can be resolved—and you may be left with branding you aren’t in love with.

The pressure to conform can lead to unnecessary changes that could dilute your brand's unique identity. Evaluating whether a new logo aligns with your brand's values and mission is essential before jumping on the simplification bandwagon.

A Note About Household Names

Some logos have stood the test of time with little to no changes and remain highly effective. The key difference could be that they’re household names with decades of brand recognition who simply don’t need to make the changes that other brands with less recognition do.

Coca-Cola's script logo, for example, has remained largely unchanged since its creation in the late 19th century. Its timeless design continues to convey the brand's heritage and reliability. Other companies holding on to their classic branding include Disney, Barbie, Kellogg's, and Cadillac.

While their decades-old branding may work for those mega brands, old, outdated, and ineffective branding could keep smaller and newer businesses from reaching their full potential. These businesses must evolve their branding to stay relevant, attract new customers, and stand out in a competitive market.

Unlike established giants, these businesses often need to be more agile and responsive to changes in consumer preferences and industry trends. Refreshing or completely overhauling a brand's visual identity can signal innovation, attract attention, and ultimately drive growth. While established brands may benefit from the familiarity and trust built over decades, emerging companies need to be more dynamic and willing to reinvent themselves to achieve lasting success.

Conclusion

The trend towards simplified logos is a fascinating reflection of our digital age, changing consumer habits, and the natural evolution of brands. However, it's important for each brand to carefully consider its unique needs and identity before making significant changes.

Simplification can be a powerful tool, but only when it genuinely serves the brand’s long-term strategy and resonates with its audience. In the end, a logo's primary function is to represent the brand effectively and memorably—whether it’s simple or complex.

At Correnti Marketing, our mission is to help businesses build and clarify their brands. We’ll help you understand whether a rebrand is necessary and we’ll walk alongside you through the process. We create custom logos + visual identities that meet your needs, whether we are starting from scratch or doing a rebrand. We also offer Website + SEO, Content Marketing, and Photography services for firms of all sizes.

When you work with our team at Correnti Marketing, we’ll help you define your ideal client profile, craft messaging to attract them, and establish a consistent, clear presence for your firm online.

Contact us today to learn more about our branding services.