I understand that in terms of a typographic logo, minimalism is intended to be a stroke of elegance. I'm also aware that these logos are thrown into such a huge variety of applications that it would be counter-intuitive to dress it up too much. I'll continue to gather examples of this trend. I guess my question/concern is that san-serif typefaces are being glorified as this ultimate typographic elegance, as seems to be the trend in the fashion industry. There are other, far more interesting ways to achieve this starkness in my opinion. Like THIS!
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