We've seen a ton of new logos this year, and it's fair to say most have taken a minimalist (read: flat) design approach. But perhaps brands would do well to revisit a study which revealed that if they want a logo that encourages potential customers to buy from them, they're better off using a descriptive logo. Many of the best logos in some way portray what the brand sells, and it seems potential customers actually prefer this approach as opposed to abstract or minimalist designs.
The study, originally published in the Journal of Marketing Research (opens in new tab) in 2019, argues that a descriptive logo is more successful as it creates trust. Research professors from Canada, England, and France examined 597 logos with the help of 2,000 participants to discover that "logo descriptiveness can positively affect impressions of authenticity and, in turn, purchase intentions".
Participants in the study were given descriptions of various companies, then judged their logos on their authenticity. Descriptive logos came out on top in every category. The study even goes on to say that there is a "significant positive association between logo descriptiveness and gross profit."
A good example of how a minimalist design can cause upset is the new Gmail logo revealed last month. Not only did the removal of the envelope background shed its connection to email, but users were also unhappy that it confusingly resembles Google Workspace's many other abstract logo designs.
There isn't a one-size-fits-all approach though. When a company becomes big enough, it doesn't need to rely on a descriptive logo that tells people what it sells. Just take McDonald's, whose famous Golden Arches logo has nothing to do with its fast food. It's also a good example of how a textless logo can work. If you're looking for inspiration, our logo design guide has you covered.