Great branding has a certain simplicity to it. That’s not to say that it is simplistic. Or that it lacks depth. Rather, great branding is the result of being able to distill the essence of the brand down to one simple thought expressed in a way that reveals depth of meaning.
There is a quote attributed to Albert Einstein: Everything should be made as simple as possible, but not simpler. This thought emphasizes the power of simplifying. But also, it recognizes that we shouldn’t simplify to the point where we lose meaning. We should be wary of simplifying just to be simplifying.
