Minimalism was born in art with artists such as Donald Judd and Sol LeWitt, who reduced the work to simple forms. In design, it was championed by Dieter Rams at Braun, and his motto "Less, but better", which notably inspired Apple.
Origin and date
Origin: American art of the 1960s, then design and architecture.
Date: Since the 1960s, with many revivals, notably in the 2010s.
Principles
Reduce to the essential: few typefaces, plenty of white space, a restricted colour palette and no superfluous decoration. Every element must have a reason to exist.
Key figures
Dieter Rams, Jony Ive, and in graphic design many heirs of the Swiss Style.
Associated typefaces
Helvetica, Futura, and more recently contemporary sans serifs such as Inter and SF Pro.
Legacy
Minimalism shaped interface design in the 2010s, with the "flat design" of iOS 7 in 2013. It also led many fashion houses, such as Burberry and Celine, to simplify their logotypes into large sans serif capitals, a trend sometimes criticised under the name "blanding".