Analysis of aesthetic minimalism: a view at the creative process in minimalist Brand Design

Abstract

The search for a more sustainable and at the same time clean and elegant style is increasingly present in people's lives in order to have greater sustainability, freedom from excess for the awareness of what really matters which reflects in the aesthetic standards in the area of Design . The creative process starts to reflect also through society's behaviors. In this case, more specifically in the construction of Brand Design. So, aesthetic minimalism is also increasingly present in brand design projects, reflecting consumer behavior. This article aims to address the definitions of aesthetic minimalism present in brand design projects in their creative process. To understand all these aspects, a theoretical foundation, relevant discussions and analysis of the creative process of a minimalist brand were made. The methodology used for this article was qualitative exploratory research. Finally, final considerations are presented, addressing the impact and importance that these changes can have within design styles in the creative process for professionals in the field.