Luxury branding: the threat of minimalism
The trend of an intensely minimalist approach to luxury branding is omnipresent. Brands are simplifying their logos, using colour more sparingly, and cleaner lines are taking over. For several years, trends in fashion and interior design were dominated by monochromatic designs, a lack of patterns, clean lines, and a pared-down aesthetic. Flamboyance was almost eradicated, barring the brands whose identity is rooted in visual complexity. However, the most recent fashion collections are showing signs that the quiet luxury trend is losing its grip on consumers. Brand imagery is somewhat following suit, and some brands, like Dior, have brought back their old logos. Is complexity having a comeback? Should complexity experience a revival? We conducted a study to find an answer.
The research design was simple. We presented participants with logos of eight different luxury brands, including Balmain, Saint Laurent, Balenciaga, Burberry, Dior, Berluti, Jaguar, and Celine. For each brand, participants were presented with two images: the old version of a brand’s logo and its latest iteration. The task was to evaluate these pictures and, for each brand, to state which of the two logos is more indicative of a luxury brand. Participants were not asked about their prior knowledge of luxury brands or whether they had purchased any of the presented brands.
The pattern was clear: with the exception of Balmain, the older version of a logo was perceived as more luxurious. It was not a matter a small difference, as an overwhelming percentage of participants showed preference for the older versions of logos: Saint Laurent (73%), Balenciaga (60%), Burberry (93%), Dior (72%), Berluti (93%), Jaguar (91%), and Celine (83%). The pattern persisted even in the case of Dior where it can be argued that differences between the logos were a matter of subtle simplification rather than a drastic difference.
The main question stemming from these results is: Why does minimalism might not necessarily work for luxury brands? Minimalism does not equal simplicity, but simplification is one of the main strategies for achieving it. Psychological research offers some insight into why this goes against the principles of luxury: people tend to associate simpler brand visuals with functionality and envision them through simpler mental representations. Neither of these applies to luxury brands because supreme functionality is not part of the promise to consumers, and brand narratives and worlds are meant to be elaborate. Additionally, luxury brands largely rely on “selling the dream” and evoke emotional connections to appeal to consumers and create the perception of value, which further justifies the high prices of luxury products and services. A minimalist approach to visual brand identity might not be the most efficient strategy considering the complexity of emotional experiences.
It remains to be seen whether other luxury brands, like Dior and other fashion brands, will reintroduce complexity into their visual branding strategies. In the coming years, the once traditional approach in the luxury industry might re-emerge as a powerful differentiation strategy.