[two2two]

Since the article doesn’t directly give an answer, I’ll assert that it’s a result of the proliferation of screens and what younger generations are used to seeing. When selecting a typeface to modify for a brand, it’s becoming increasingly difficult to not feel comic-sans type objections to anything with a little character.

I predict the future of branding will be comprised mainly of symbols (logos). Names will all be in a similar, device friendly, typeface as we see here.

[lbotos]

Logo/type for logo design often goes through trends, See:

https://www.logolounge.com/articles/2006-logo-trends

https://www.logolounge.com/articles/2017-logo-trends

Which are often correlated to "fashion cycles" which are reactionary:

bell bottoms -> skinny jeans

Tight, form fitting -> Loose relaxed

We are currently hitting the "web companies love sans-serif and watercolor people" moment:

https://slack.com/

(there are others, I'm sure you can find)

So fashion brands shifting will last 10-15 years, and then they will probably switch back towards "traditional".

[booleandilemma]

I wonder if companies will ever try to get emojis for their logos?