Why companies are "debranding"

In recent years, some of the world’s biggest companies have discarded depth and detail to "debrand". Brand expert Ben Schott of "Bloomberg Opinion" analyses this trend of brand identity in the video.
23 August, 2022 by
Why companies are "debranding"
GDI Gottlieb Duttweiler Institute

Burger King, VW, Pfizer and many other leading brands have simplified their logos in recent years. But what triggered this landslide increase in what branding and advertising professional Ben Schott calls "debranding"?

The most immediate reason for the "debranding" was "mobile-first design", says Schott. "Also, there was the issue of maturity. Many brands were founded in a playful, innocent context, like Google or Airbnb," says the "Bloomberg Opinion" columnist. As these companies grew, the logos had to become mature in order to look more professional: from cartoonish to corporate, from flamboyant to simple, from wacky to modern.

Find out in this video how this plays out in the fashion world and which particular path Warner Bros. has taken:

Schott will be speaking at the 72nd International Retail Summit from 8 to 9 September 2022 at the Gottlieb Duttweiler Institute. Thought leaders, industry experts and startup founders will discuss on the theme Flow Commerce: How Shifting Boundaries Reshape Retail.

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