Why is simplicity so hard to achieve? The answer is complicated. For one thing, simplicity is a finite resource: the most elemental forms are also those most likely to be taken.

Achieving simplicity in a world of extreme visual competition takes more creativity than meets the eye. Simplicity is not just “doing less.” It is, rather, doing more: more restraining, more clarifying, and more inventive assembling.

Take the logos for Audi, Mastercard, and the Olympics. Anatomically, each is just a combination of interlocking rings. But each is beautifully distinctive. The same can be said of language. Nike’s “just do it” and Outdoor Voices’ “doing things” are virtually identical, but entirely ownable.

These exemplars of good branding do not succeed by a process of addition. They prove that subtle adjustments can have massive impacts that turn generic forms into iconic pieces of intellectual property.

To embolden us to do more with less, we might look to other fields. For the sushi chef, more seasoning does not equal better flavor. For the sailor, more equipment does not equal a faster yacht. For the fashion designer, more frills do not equal a more flattering silhouette.

Beautiful things that appear simple don’t simply appear.