Shutterstock was established in 2003 and it is a provider of stock footage, photography and illustration, with a database that includes more than 19 million royalty-free images and over 500,000 footage clips from large number of contributing artists.
Last month its much anticipated new brand and identity created by Lippincott was launched. Using an image ‘frame’ within the ‘o’ creates a clever yet simple device, providing a strong visual link between process, technique and the profession of Shutterstock. By adopting the ‘less is more’ rule here avoids confusion and over complication which, as a graphic designer and a lover of ‘white space’, I try and avoid.
This use of a ‘bracket’ device has been done before (as per usual), one very close example would be North’s rebrand for ‘The Photographer’s Gallery’ just round the corner from Carnaby St. Here we see a number of characters used to create the element of a ‘camera’ to reflect the subject matter of the gallery, which compared with the new Shutterstock logo is slightly more detailed but still easy to read and understand.
So what is the golden rule for ‘less is more’?
Apparently the rule is ‘three’. People are more likely to remember three things or elements rather than several different things all happening at once. Of course if you use ten different elements at the same time it will look like Adobe’s Creative Suite has thrown up all over your mac or pc, or in other words, a huge mess.
Personally I feel if your idea is strong and simple then go with just one element that works within your identity concept. Try to simplify everything you do. I love typography and with everything I design I try to remove the design ‘clutter’ to avoid confusion and complication.
Does this apply to other aspects of design?
Of course it does. Take typography for example, the golden three works a treat here, three point sizes – one for your header, one for your leading messaging and one for your body copy. This makes it more digestible and can detract from large amounts of ugly copy.
So what I’m trying to say is ‘less is more’ in design. By simplifying elements within design there will be a higher success rate with what you are trying to achieve. And the new shutterstock identity proves this theory pretty well.