In December 2018, Thierry Brunfaut and Tom Greenwood published an article in Fast Company where they coined a new word: Blanding.
“The worst branding trend (…) is the one you probably never noticed. I call it blanding. The main offenders are in tech, where a new army of clones wears a uniform of brand camouflage. The formula is sort of a brand paint-by-numbers. Start with a made-up-word name. Put it in a sans-serif typeface. Make it clean and readable, with just the right amount of white space. Use a direct tone of voice. Nope, no need for a logo. Maybe throw in some cheerful illustrations. Just don’t forget the vibrant colors. Bonus points for purple and turquoise. Blah blah blah.”