But perhaps the most powerful impetus for these slimmed-down logos is that it’s increasingly more difficult to reach buyers when so many of them are skeptical of big corporations. A recent survey by the public-relations firm Cohn & Wolfe found that four-fifths of global consumers now consider brands neither open nor honest. “Consumers are jaded about advertising in a way they weren’t several decades ago,” says Adam Alter, an associate professor of marketing at New York University’s Stern School of Business, via email. “It is harder to appeal to them than it used to be, and they tend to see through overt marketing pitches.” That has in turn led to a new arsenal of branding tactics. “Companies have had to learn subtlety,” Alter says.