“Fun fatigue – is formality returning in branding?”

At the turn of the millennium, still basking in the afterglow of the end of history, Silicon Valley incubated not just a technological revolution but a radical reimagining of corporate culture itself, rejecting the formalities of suits, hierarchies, and rigid professional boundaries in favour of a philosophy that prized disruption over tradition.

Steve Jobs’ turtleneck, Mark Zuckerberg’s hoodie, and Google’s colourful beanbag chairs were more than just aesthetic choices – they represented...