Debranding Is the New Branding

The difficulty of ensuring that any logo (let alone an intricate, dimensional logo) stands out from the kaleidoscopic eye-candy of ads, apps and open tabs is one driver behind “mobile first” design. Here identity and functionality are conceived from the outset inside the tightest constraints — for what works on a cellphone will surely work on a water-tower.

Such pixel-fixation is table-stakes for modern startups, but legacy brands must be canny when reverse-engineering decades of brand equity into today’s digital Lilliput.

It’s very pleasing to have a name and a creditable stab at a rationale for this trend.