New Minimalism – Development of a visual brand communication concept
Starting from a traditional understanding of minimalism as the extensive abandonment of design elements, the concept of a “new minimalism” is presented, which works, inter alia, with the conscious use of expressive elements.
Through the creation and analysis of a digital archive of material, design experiments and existing literature, this work reaches the conclusion that minimalism can strengthen the individuality of brands through targeted visual communication elements. The notions of a quantity and quality balance contribute to a systematization of this concept. Using parameters such as color, typeface and corporate design, the guidelines of such a new minimalism are outlined. Positive examples from the fashion industry accompany the concept visually.
