Why does every advert look the same? Blame Corporate Memphis

A resonating critique of the “flat, geometric, figurative” illustration aesthetic named “Corporate Memphis” that has invaded much of the design world, depicting humans as “nondescript figures“ composed of solid colors:

It’s an aesthetic that’s often referred to as ‘Corporate Memphis’, and it’s become the definitive style for big tech and small startups, relentlessly imitated and increasingly parodied. It involves the use of simple, well-bounded scenes of flat cartoon figures in action, often with a slight distortion in proportions (the most common of which being long, bendy arms) to signal that a company is fun and creative. Corporate Memphis is inoffensive and easy to pull off, and while its roots remain in tech marketing and user interface design, the trend has started to consume the visual world at large. It’s also drawing intense criticisms from those within the design world.

Corporate Memphis has been particularly popular in the fintech and property sectors. For small companies looking to stand out, the quirky, digital-first style of Corporate Memphis is an easier solution than stock imagery. But it has contributed to a massive homogenisation and dulling down of the internet’s visual culture. Corporate Memphis “makes big tech companies look friendly, approachable, and concerned with human-level interaction and community – which is largely the opposite of what they really are,” says tech writer Claire L. Evans, who began collecting examples of the style on an are.na image board in 2018.

Since he first recognised the style, Merrill says he’s identified two types of company that use it. Smaller companies engage in “pattern-matching” to look like established tech companies and court investment, says Merrill, while those at IPO-level use it because it’s “lazy and safe.”