Minimalism and graphic design: The effects of minimalist aesthetics on logo design

This thesis examines the effects of minimalist aesthetics within the context of logo design, a significant sub-discipline of graphic design. Minimalism, based on simplicity, functionality, and visual balance, is widely adopted by both global and local brands today. The study explores the historical development of minimalism, its core principles in graphic design, and how these principles manifest in logo design. Furthermore, the impact of minimalist logos on brand identity, user perception, and corporate image is evaluated through a cultural lens. Using a qualitative research method, the thesis analyzes the logo evolution of both international (Apple, Google, Airbnb, MasterCard) and local (Turkish Airlines, Arçelik, Garanti BBVA) brands. The visual, functional, and psychological effects of these changes are discussed in depth. The study also addresses how key design elements such as typography, color usage, negative space, and composition have been transformed within minimalist approaches. It concludes that while globalization and digitalization have contributed to the homogenization of design, cultural contexts still play a decisive role. This research aims to help graphic designers, branding experts, and communication professionals make more informed decisions about the potential of minimalist aesthetics. Keywords: Minimalism, graphic design, logo design, brand perception, visual communication, corporate identity, cultural context, user perception.