Living
Millennial Minimalism Is Out; Cozy Americana Is In
When I walk into an Apple store, I don’t necessarily feel depressed, but the words that come to mind are all corporate and tech-adjacent: sleek, streamlined, minimalist, chrome. Lots of endless chrome.
By Jaimee Marshall8 min read
The words that don’t come to mind? Cozy, warm, colorful, homey. Corporate minimalism feels hollow on purpose. It’s clean and efficient branding for companies, which is why they all ditched bold, fun, wacky colors and idiosyncratic logos years ago for the sophistication of minimalist design.