A Study in Brand Minimalism (journal.drawar.com)

While I see the point of wanting to do this (decoration !== design), the designer ended up with a bunch of designs that look as if they come from a single line of products—they basically look the same. This is mostly due to almost exclusive usage of Helvetica in the redesigns. It is often associated with minimalism (coming from a Swiss school of design), but it is a common trap designers fall into, in that when they strive for minimalism, they immediately turn to Helvetica, which effectively makes their efforts like thousands of others.