The most refreshing, minimalistic rebrands of the last year.

Complicated logos don’t do much to catch the public’s eye. As more brands vie for viewership, purchases and loyalty, it pays to take on a simple, memorable visual that can be easily recognized by people–major brands included.

Here are some names that have done away with their former, more complex identities in place of minimalistic logos within the last 365 days.

2015: Google

Last year, Google traded its old logo for a new sans-serif typeface while retaining its playful lopsided “e”.

Not everyone loved the change. Still, the minimalistic visual maintained its clear communication on Google’s simplicity and user-friendliness.

2016: Premier League

This year the UK Premier League energized its visuals with a new look–a feat accomplished by DesignStudio–the same agency that recreated Airbnb’s logo in 2014–and DixonBaxi.

2016: MasterCard

For the first time in 20 years, MasterCard redesigned its logo to modernize and optimize it for an “increasingly digital world”.

The change sparked comical responses from designers and marketers alike.

2016: McDonald’s

The golden arches decided to steer away from its graphic-heavy packaging, first introduced in 2013, for a bold typographic packaging design this year.

Chicago-based firm Boxer Brand Design simplified the packaging to emphasize the brand’s core assets–word mark, golden arches and menu items such as its Big Mac.

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