Why All Logos In 2019 Look The Same

Most Brands Redesigned Their Logos in 2019… and They All Look-a-Like

When it comes to design, "bold" is the word of 2019, for sure. It's been an exciting year for some big companies which all decided to show the evolution of corporate identity through a logo.

You're certainly not crazy if you think all logos look the same. Apparently most big brands are using the same elements in order to serve a trendy, minimalistic, millennial vibe AND authority at the same time. The special recipe includes Sans-Serif FontsALL CAPSgradients, andflat appearance.

Stay Bold And Write In Sans-Serif Fonts

You may notice that all logos now have a bold look with a geometric sans-serif touch. But why?

Sans-serif is the coolest Sans sister. These "Brandon Grotesque" fonts feel somehow generic but are surely easier to read. Nowadays, all companies are fighting for attention and screen time. That's why users should read and understand everything brands have to say ASAP. Plus, the roundness of Sans-serif fonts keeps the audience closer to the feeling of perfect shape and infinity.

Isn't it crazy how these days if you open a photo editor and start adding text elements to your images, you might end up stealing a whole brand's typographic identity?


Facebook's new logo was launched in November 2019Facebook's new logo was launched in November 2019
Facebook's new logo was launched in November 2019
In case you've missed it somehow, Facebook is not the same anymore. Now, It's FACEBOOK. This redesign may look simple or dumb, but it's actually an announcement of a new business focus and a clever move for empathizing with the younger audience. In an official public statement, the company reasoned their logo decision by using the words "clarity", "openness in mind", "stable structure", "emphasis", "generous spacing", "open", "clarity", "subtle", and "optimism".
This presentational move is the perfect example of trying to rebuild trust in your audience through design communication.

Hello, It's Gradient - Y'all Remember Me?

When gradient came back on the design stage we couldn't help but relate to our favorite 3D Office Word Art. Wonderful times! We must admit we're thankful for this comeback. Good blending colors make logos pop out and impart solidity to the image. There are moments when the human eye gets naturally tired of so many ads and gradients excel here.

We Are All Flat In Here

Flat (and semi-flat) logos are also really preferred among well-known designers around the world.
The flatter = the simpler = the better
These designs appear better on the web and are easier to perceive. With so many competitors on the web, victory depends on every second reducing user's time to think. Literally.

How Look-a-Likes Help Business On A Psychological Level

As we have mentioned many times in this article, it's all a severe battle between brands for simplification. Another surefire way to ease the client is by helping him (or her) not put too much thought into decision making.
A simple trick is to switch your customer's mind to autopilot. If a user is relying on the basis of associations, then his tensions about your product will be reflecting his tensions about something similar, well known, and reliable. Let the eye make a comparison with something familiar, and you will be amazed how the time for gaining trust is cut short by half.

Why do all brands look the same?

Experts Share

Logo redesign is a natural step forward for companies' modernization, mainly lead by trends. A few years ago "Flat Design" went in and now everyone is aiming to reach the highest possible form of simplicity. However, when a brand undergoes change, the process of establishment requires a lot of time and consideration. Big company products have mastered simpler and minimalistic visions in their products so it's quite logical for the design flow to follow.


As you may have seen all apps are unified around flatter and simpler looks. You have to follow this trend if you don't want to be outdated. 


It's a cycle and there will always be companies that breakthrough with an innovative design. After all, don't forget that customers are the ones dictating fashion. 


Take a look at Snapchat - they want to stand out and their audience is mostly teenagers. They are betting on more playful designs as in their whole brand and logo. When they were changing their logo they went to a different direction fitting their products' needs such as bolder lines, higher contrast and overall, bold vision.


Trends are here to follow and there's nothing bad in everyone's unification. Thus new companies can stand out with a different design - something big companies can't afford because they are targeted among mass audiences."

D.Z. , UI&UX Designer with 10 years' experience

TL;DR: Most of the time of our dynamic lives are consumed by the Internet. We receive so much information online that our brain is looking for help to absorb and process new information easier and faster. Minimalist design trends comply with our needs of today and tomorrow. If big companies want to stay relevant, they have to follow all working design trends in order to appear more appealing to the average user.