Think friendly ovals and squares with corners to still retain an edge and sharp looks, say goodbye to 90’s boxy looks.
If I were to hazard some guesses of the shifts driving
1) software has evolved in way that it is simply easier and faster to test through neat, round corners and arches on designs
2) rising coverage of digitally designed web, and mobile, visuals strengthens this effect
3) somewhere, there has to be a branding guide or two that associate these curves with the rising importance of e.g. corporate responsibility
Valio / 2005-2009 & 2005-
Neste Oil / ?-2005 & 2005-