Designers decide that they need to change the logo and come up with 50 variations, from bland to wild. Then a committee decides on "the best" one. With each, someone on the committee finds something they don't like, until there's nothing to take away, just bare, sans serif, black letters.

These logos give the impression that designers and marketers are less necessary, not more. Anyone could make logos like these: just buy a sans serif font, type out the brand name in Word, and adjust the kerning and tracking as necessary.

My favorite example of this is what I can only assume is (if real) a document made after the “new” Pepsi logo came out, to justify it with some verbose design-speak nonsense.

https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...

Maybe it’s made up, or maybe it really represents the concept behind the logo change. Either way it’s amusingly ridiculous.