“Everything should be made as simple as possible, but not simpler.”
As a graphic designer I’ve always appreciated a minimalist approach to design. Studying at Central Saint Martins taught me to be cautious of what I kept and conscious of what I threw away and it’s a principle that stuck.
However the irony is that subtracting takes longer than adding. A constant cycle of critiquing and editing. As a result, under the pressure of strict deadlines, we rarely get the opportunity to achieve that optimal balance we’re seeking for.
However, consider how that same principle might inform the practice of branding. Rather than ‘extending and increasing your portfolio’, ‘innovating in new areas and targeting new markets’ how about ‘editing’? Cast a more critical eye across your business to see where small changes might result in a big impact.