I’m in favor. More legible, easier and cheaper to reproduce, good rendering in small sizes. Brands need more differentiation when they’re new. Once they’re established, the name and the product stands for itself. I don’t get why people care so much about this. Do they also bother with people using t-shirts rather of suits? Simpler logos are more functional. Logos also don’t exist on a vacuum (like a JPEG in an article), they are accompanied with other elements of visual language. Hand picking some logos and putting them all together in order to make a statement about a perceived trend is artificial. There are much more fancy logos than simpler ones overall, so nowadays simpler stand out more. Also, there’s nuance in simple, it’s not just “sans serif”, there’s weight, spacing, contrast and proportion differences. A design must be evaluated in its own context and usage, unlike they do in these articles. I’ve lost count of these superficial attacks on “minimalism” which appear on the net. I bet not one of the designers responsible for such redesigns did that on basis of a trend, each project had a specific scope and rationale, but somehow people attack designers like they are all getting stupid, yeah, sure, random people on the internet must know better than designers evolving their craft and understanding for decades, working closely with clients to realize a comprehensive and carefully crafted vision.