The role of any design practitioner is to simplify — distill as much meaning into as few elements as possible while still conveying the primary purpose and tone. This has become especially important today, as digital experiences have come to the forefront — function supersedes form. Thus, it’s essential for every brand asset to have a place. Because of this, many brands seek to streamline their core system of elements, each needing to be distinctive and relevant in their own right. And, so the following challenge ensues: develop a ubiquitously prolific, highly elastic brand without introducing anything that’s not strictly functional.
Markets are in flux, evolving customer segments, new media channels, and due to these demands it is inevitable that brands need to evolve. Commonly, the preference is to pursue digital first — social channels, on-domain, where the entirety of the brand must be distilled down to fit within the confines of an application tile, a profile photo, or similar endorsement. All of these constraints and variables can be formidable, yet, notably, there are there is a noticeable trend over the past few years with design to simplify, while enriching the brand’s overall presence — here are a few great examples:
A player in the consumer energy market, and London-based startup, Bulb, formally Simple Energy, is trying to rethink how energy suppliers work. Bulb is a green energy supplier, with all of its electricity and 10% of its gas coming from renewable sources. And as of June of 2017 has 70,000 customers. Needless to say, they needed some substance to compete in an already flooded market space. To separate themselves, Bulb employs a disruptive visual identity intended to appeal to millennials — its target market. The identity is extended into its unconventional logotype that nods to the identity's frenetic and playful movement.