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in recent years some of the worlds biggest companies have discarded depth and detail to dbrand burger king lost weight rolling stone found a cleaner edge vw shared its depth and shadow as did kia fizer nissan durex intel toyota and a host of other major brands even the munchable hero julius pringle had a flattening make under with shaved head dyed mustache dilated eyes and new pre-sprung eyebrows but what prompted this landslide of logo deep branding several interlocking forces are at work the most immediate of which is the pressure of mobile first design clients used to ask can you make the logo bigger now the trick is to shrink an entire identity into a tiny digital box such pixel pressure usually means returning to the 2d look of old of course this 2d look was more or less the norm until computers took over and design inflation spiraled out of control anyone who has overfiltered an instagram sunset knows the seductive lure of visual excess and its a seduction to which the pros are
