In a world buzzing with constant stimulation and information overload, there's a quiet revolution taking place - one that speaks volumes through its silence. Over the last century, minimalism has shown us that less isn't just more; it's a mantra for clarity, elegance, and timelessness.

Picture this: a canvas stripped bare of unnecessary adornments, where every line, every curve, every space speaks with intention. This is the essence of minimalism, a philosophy that challenges us to distil, not dilute.

Minimalism is a way of seeing the world with fresh eyes and embracing simplicity as the ultimate form of sophistication. There’s a reason so many huge brands have brought the concept closer to the heart of their designs with every rebrand. We even instilled the art of minimalism into our own UNBXD logo.

In this blog, we’ll be taking a look at the origins of minimalism, and how the early pioneers of this concept have shaped the design world today.

WHAT IS MINIMALISM?

Minimalism in graphic design is something we’ve all heard of. The concept’s timeless popularity has endured over the decades, with many famous brands edging towards it in their branding redesigns.

Minimalism advocates for simplicity. It calls artists to strip a design down to its fundamental elements without losing clarity or function, instead creating visuals that are clean, uncluttered, and visually impactful. Minimalist approach emphasises using a little to achieve a lot, removing excess to highlight the essential aspects of a design.

From typography to layout, minimalism in graphic design encourages restraint and focus, allowing the audience to engage with the message or content without distraction. It's about making deliberate - and sometimes daring - choices to convey information or evoke emotion efficiently and effectively.

THE HISTORY OF MINIMALISM

Originating in the post-World War II era, particularly in New York, minimalist design gained traction in the 1950s and blossomed into a prominent aesthetic in the 1960s and 1970s. Ludwig Mies van der Rohe is often credited as one of its early champions, setting the stage for artists like Frank Stella, Donald Judd, and Anne Truitt to carry the legacy forward into the modern age. Today, minimalism permeates society and design, deeply ingrained in culture and unlikely to fade anytime soon.

However, minimalism's roots extend further back into art and design history, with its principles evident as early as the early 20th century. The aftermath of World War II and the subsequent rise of consumerism led to a demand for simplicity amidst previous maximalist trends. This movement towards minimalism in the 1960s and 1970s saw artists embracing simple geometric forms, objective meanings, and a departure from the layers of abstract expressionism. This shift influenced not only painting and sculpture but also architecture, product design, and eventually interior design and lifestyle choices.

KEY PRINCIPLES OF MINIMALISM IN GRAPHIC DESIGN

SIMPLICITY

Simplicity is probably the first thing that comes to mind when considering the main elements of minimalist design. The idea is to convey a message or idea with as few elements as possible, whether through the use of a monochrome or limited colour palette, simple typography, or simplified imagery.

NEGATIVE SPACE

Negative space, also known as white space, is the area around and between the subjects of an image. It is the unmarked, empty space that provides a visual breather and helps define the relationships between different elements. While it might seem like nothing, negative space plays a powerful role in guiding the viewer's attention and creating a harmonious composition. UNBXD utilised this concept in the Parley Cross Vets logo above, where the negative space forms the silhouette of a cat against the dog.

VISUAL HIERARCHY

Visual hierarchy is a key design principle which designers use to guide the viewer’s eye and emphasise certain focal points, highlighting elements such as key messages or calls to action. This is essential in minimalism design, where the limited number of elements must be deliberately placed for maximum effect. Achieve a visual hierarchy by using negative space, varying sizes of elements, and colour.

FUNCTIONALITY

In minimalist design, every element is carefully chosen and arranged to optimise the user experience. Form follows function: the design should prioritise practicality and usability over unnecessary decoration or ornamentation. Use concise language and intuitive visuals to ensure the design effectively communicates its intended message without ambiguity.

BENEFITS OF MINIMALISM IN GRAPHIC DESIGN

IMPACT

When you’re designing with multiple messages in mind, it’s easy to naturally err on the side of maximalism so you can feel confident that all your bases are covered and customers understand your values, your mission, and your offering. Minimalism requires more of a daredevil attitude in this regard: it can feel scary to remove elements - what if you remove too many and the message is lost?

Adding too many elements to a design can have the opposite of the desired impact. If a design is cluttered with multiple messages, none of them are likely to resonate with the viewer. Shifting your focus to impact and memorability will allow you to create a simple, stripped-back, deliberate design that tells a potential customer all they need to know - and they’ll remember it, too.

CLARITY

By stripping away unnecessary elements, minimalist designs achieve clarity and focus, allowing the viewer to quickly grasp the intended message or information without distractions. Rather than too many elements vying for the headline spot, elements in a minimalist design with a clear hierarchy work in tandem to make the message clear.

LONGEVITY

Graphic design trends come and go, but minimalism has stood the test of time. Minimalist designs rely on fundamental principles of simplicity and elegance rather than fleeting trends. This longevity ensures that minimalist designs remain relevant and impactful over time, making it less likely you’ll need an expensive (and risky) rebrand.

VERSATILITY

Overly ornate designs can have issues when it comes to making them smaller for social media profile pictures or business cards, as smaller details can be lost and complex typography can become unreadable. Minimalist designs, on the other hand, are highly versatile and adaptable to various contexts and mediums. Their simplicity and scalability allows them to translate effectively across different platforms, from print to digital, ensuring consistency in branding and messaging.

UNBXD is a Creative Digital Agency which specialises in social media marketing to create exciting, innovative solutions for breakthrough brands. We are experts in supporting brands to outline clear objectives, develop strong communication strategies and create unique content which truly engages their audience. Come and see what we can do for you!