That Startup Logo Is Trying to Tell You Something
Toby Shorin

If there is one style of corporate branding that defines the 2010s, it is this: Sans serif lettering, neatly presented in black, white, and ultra-flat colors. Cobalt, for example. Its goal is noise reduction, accomplished by banishing gradients, funky fonts, and drop shadows, and by relegating all-caps to little "BUY" buttons.