If you’re starting to think every startup’s style is the same, you’re not alone—and you’re not wrong. The minimalist Less is More aesthetic dominates the lifestyle startup scene: Outdoor Voices, Glossier, Thinx, Bonobos…the list goes on. Clean branding typified by rounded sans-serif fonts reinforces the idea that these startups are simple, straightforward, and convenient. The fonts themselves are the backlash of the Lisa Frank heyday, which saw cluttered, graphic WordArt-style logos flood the design scene. But “design is a pendulum,” and “ornate and maximalist” looks may start seeping in. (Racked)
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