The most recognisable brands achieve their status not because of excessive detail, but because they have been refined to their essence. Apple’s design philosophy is built on subtraction, removing buttons, ports, and distractions to focus on the essentials. The same principle applies to branding. Logos like Nike’s swoosh or McDonald’s arches are effective because they communicate instantly. When a design is free from clutter, it becomes timeless and universally understood.

This principle extends beyond visuals into brand messaging. The best advertising campaigns say the most with the fewest words. Just Do It is powerful because it’s simple, while weaker slogans try to say too much and lose impact. The same applies to brand storytelling—when the message is clear and succinct, it resonates more deeply. Overloading communication with excessive details weakens its effectiveness.

Great design also embraces space—allowing elements to breathe. White space in graphic design enhances clarity and focus, just as an uncluttered room feels more inviting. In UX design, fewer clicks and cleaner layouts make for a smoother user experience. Companies like Google and Airbnb thrive by refining their interfaces, making them seamless and intuitive. Without this restraint, a design becomes overwhelming and loses its purpose.
So, the chicken-or-egg debate in branding isn’t really about which comes first—it’s about ensuring both elements are working in harmony. Without strategy, design lacks direction. Without strong visuals, strategy lacks impact. The key is to ensure that whether you start with the strategy or the creative, both are developed with purpose and alignment.