Form follows function: why functional design builds stronger brands.

In this article, we’ll explore how functional design strengthens brands by aligning form with function, ensuring your visuals not only attract attention but also deliver lasting impact. The example I will use to demonstrate these concepts, is from a client who’s branding and website I designed. 

My client, Built Projects is a large scale builder/developer located on the Northern Beaches of Sydney.

www.builtprojects.com.au

Branding and logo design for Built Projects by SIMON GUTHRIE

What does ‘form follows function’ mean as it relates to logo design and branding?

“Form follows function” in logo design and branding means that the visual elements of a brand—its logo, colors, typography, and design system—should be shaped primarily by the role they need to perform. When it comes to branding, the role a logo needs to perform, is essentially to be an anchor of the value proposition of the business, representing professionalism and becoming the name and icon that co exists with every form of communications of a business to its clients.

“Form follows function” is a principle that places purpose and usability above decoration or trend.

As a design style, this approach to design thinking was the foundation of modernism, and evolved out of the influential Bauhaus design movement in the early 1920s in Germany. “Form follows function” as a design theory, is the foundation of modernism and has influenced much of the design in architecture, graphic design, marketing and branding, since its inception some 100 years ago. 

Much of the high-end architecture that exists today is reflective of the modernist ethos of ‘form follows function’. 

PopovBass Architecture, (who’s architecture I have created marketing for) would be referred to as modernist architect, with their approach to interior space, and practicality and functionality over any sort of decoration for decorations sake. Modernism lacks the ornamentation associated with previous design movements, such as Victorian for example.

Less but better: Bauhaus & the function first, design ethos

The Bauhaus movement stripped design down to its essentials—geometry, clean lines, and rational structure.

In graphic design, this meant:

• Sans-serif typefaces (for legibility)

• Grid-based layouts (for clarity)

• Minimalist colour palettes (to focus attention)

• Iconic logos and marks (easy to reproduce and remember)

This practical mindset continues to influence modern logo design and branding today—where simplicity, clarity, and purpose-driven design are prized. Less is more is another catch cry, of the modernist ethos, and functional design ethos.

Many modern logos and brand systems echo Bauhaus ideals: minimalist design, flat shapes, bold colour fields, and functional type. Think of brands like Apple, Google, or IKEA—all favouring clean, intuitive design rooted in usefulness and consistency.

In short, Bauhaus didn’t just practice “form follows function”—it helped define it. The movement cemented the idea that design is not just about style, but about solving problems and improving how we interact with the world.

Strong branding logo design needs to be reversible, as in light and dark colour schemes, built on a minimalist colour palette. Built Projects branding & logo design by SIMON GUTHRIE

Form follows function in logo design?

The function of a logo is to represent a brand clearly, memorably, and across a variety of applications. So the form—the way it looks—must support that. A logo should be:

• Scalable (works at tiny and large sizes)

• Recognisable (even at a glance)

• Versatile (usable in black & white, print, screen, etc.)

• Aligned to the brand’s tone (e.g. corporate, playful, luxury)

If a logo is visually complex but loses legibility when reduced, it fails its function. If it’s trendy but doesn’t reflect the business’s personality or values, it may grab attention but ultimately confuse or alienate the audience. In this context, form follows function means every design decision—line, shape, or color—must reinforce the brand’s identity and practical needs.

If your brand mark and logo is not scalable, quite simply, its not very good.

Logos need to be scalable so they remain clear, legible, and effective across all sizes and platforms—from a tiny social media icon to a massive billboard or building sign. Scalability ensures that a logo maintains its integrity and recognisability no matter where or how it’s displayed.

Scalability is really important in logo and branding design. Often I see small logos, that look terrible, or illegible in certain applications more often on the internet than in print. Especially when logos are stacked with partnering companies, the scalable logos, stand out, while the unscalable ones, look somewhat out of place.

Logos are used in a wide range of formats:

• Website favicons (as small as 16×16 pixels)

• App icons

• Email signatures

• Social media profiles

• Printed brochures

• Large-scale signage or vehicle wraps

If a logo includes fine details, thin lines, or complex gradients, those elements may get lost or distorted at small sizes.
A scalable logo is designed with simplicity and adaptability in mind.

Logo is tiny, looks legible and memorable. Branding BY SIMON GUTHRIE

Logo is large, looks legible and memorable. Branding BY SIMON GUTHRIE

Brand consistency and professionalism from a scalable logo

When a logo is consistently recognisable—whether small or large—it builds brand recognition and trust. A scalable design ensures that your visual identity doesn’t weaken or change as it moves between different contexts.

A logo that fails to scale well often looks amateurish or outdated. Scalability is a hallmark of well-thought-out, timeless design—it anticipates future uses and adapts to new platforms and media as your brand grows.

In short, scalability isn’t just a technical requirement—it’s a strategic one. It’s what makes a logo functional, future-proof, and powerful in communicating your brand at any size.

Website design & branding BY SIMON GUTHRIE www.builtprojects.com.au

Using strong contrast for clarity and impact.

In logo design, contrast refers to the visual difference between elements—such as light vs. dark, thick vs. thin, or color vs. negative space. Strong contrast helps a logo stand out, remain legible at small sizes, and perform well on both light and dark backgrounds. Whether it’s black type on a white background or bold color pairings, contrast directs the eye and reinforces brand visibility.

Design by intention: practical functional design still rules today

In today’s multi-platform, fast-moving digital world, effective branding demands more than just a beautiful logo—it requires purposeful design rooted in clarity and function.

The principle of form follows function ensures that every element of your brand identity is not only visually appealing but strategically crafted to serve a clear purpose. When combined with scalability, this approach guarantees that your logo remains recognisable, legible, and impactful across every touchpoint—from the smallest screen to the largest print format. By prioritising functionality alongside form, brands create design systems that are both timeless and adaptable—built to grow, evolve, and perform wherever they appear.

Ready to elevate your brand with purposeful, scalable, functional design?
Get in touch today for a custom quote—and have a chat about how we can help you bring your brand to life.