Debranding Is the New Branding

Why does the author equate removing embellishment to “debranding”? All of the examples (save the fashion lines) are still distinctly of a brand, no less than the previous shiny versions.

I think these more functional, utilitarian aesthetics reflect the reality that brands are everywhere — from your physical presence, to packaging, to web experiences, to modern advertising. Photography is a highly complex, three dimensional format that makes it challenging to design all these surfaces in the same way.

In about 10 years, when computing is more ahead and lifelike three dimensional interactions and animations are possible on the web, the photorealistic aesthetic will probably have to return.

I was expecting some deliberation on Starbucks, which also didn’t “de”brand but removed their word mark from their primary customer facing branding. At the time it was received with some scrutiny but also some recognition that the brand was so pervasive it could be recognized as a stylized image with no lettering.

This isn’t what I expected, and I agree with the comments so far that it represents a style change for existing brands.

It's amazing how this article presents a lot of information without saying anything much about them.

my guess? they all need better online/ app presence and they are realizing that their photo-realistic logos look like trash on the web