Why Does Every Lifestyle Startup Look the Same?

The clock is running out on this minimalist aesthetic. If there is one style of corporate branding that defines the 2010s, it is this: sans serif lettering, neatly presented in black, white, and ultra-flat colors. Cobalt, for example. Its goal is noise reduction, accomplished by banishing gradients, funky fonts, and drop shadows, and by relegating all-caps to little "BUY" buttons. The abundance of white space around words, photos, and playful doodles exudes a friendly calm. You'll find the infor...