The landscape of corporate identity is constantly shifting, and keeping pace with cultural and visual changes is vital for any business looking to stay relevant. Understanding key branding trends gives business owners and marketers valuable context on how brand strategy evolves to meet rising consumer expectations.
Every successful brand evolution relies on more than just chasing temporary fads; it requires a deep understanding of how design movements reflect changing market behaviours. Whether you are analysing past design milestones or planning your next major brand refresh, looking back at these foundational shifts offers powerful insights.
So, what does the modern design landscape look like? Let’s explore 5 essential branding trends that help shape visual communication.
Top 5 branding trends to keep an eye on
1. More typography and the return of the serif
Typography, the fundamental design element that you are seeing right now as you read this sentence – or the more widely used term of fonts – will continue to be an important part of brand identities.
More and more brands are deciding to not have graphics and imagery in their brand identity and instead choosing custom type to express their brand values through.
In other news on the font front, 2018 will see the return of serifs as brands start to rediscover their beauty and use in the digital sphere. Expect more modified and customised fonts that blend the modern and traditional to create their own unique look and stand out.
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The English Premier League’s brand identity is able to adapt and change to suit the size and space it needs to be in without losing the essence of the branding.
3. Responsive logos
The most frequently mentioned trend in design and branding websites this year is the rise of the responsive logo – a brand identity that can be applied across a number of platforms. It makes sense that this trend is becoming more and more popular as the future progresses towards a mobile and digital future.
Brands have come to realise that their logo, just like their websites need to be legible and recognisable on a myriad of platforms from their packaging to the small, round profile picture on social media.
3. Moving away from flat design and rediscovering form
You don’t have to be a designer to see that flat shapes and simple colours have been in vogue in brand and logo design the past couple of years.
While we doubt we will return to the abstract and blobby 3D shapes that used to be popular in logo design, 2018 will see a blending of the flat with dimensions, including drop shadows and gradients.
As augmented and virtual reality trends rises in popularity more brands will be thinking about their use of space seriously – online and in print. Big brands have begun to think about how they can present themselves to and wow a market that is now more educated about the digital world.
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Spotify is one of the brands to use bold colours in their branding and marketing campaigns recently.
4. Bright colours and gradients
The shift from pastels to bright bold colours is already underway as brands continue to experiment with new colour combinations that pop in a platform filled with so many distractions.
These striking colours are being used in all sorts of marketing materials and branding such as the identity of the iPhone X which uses bold colour gradients. Instagram and Spotify have already adapted to this trend in their brand identity creation and more brands – particularly tech and youth-focused businesses – will be using brighter colours this year.
Shape your brand to avoid having to keep up with branding trends
Like with shoulder pads, grunge and viral fads, trends come and go—so always be wary of being too fashionable. Companies that morph and change with every new design trend lack the longevity and loyalty of established brands.
Understanding major branding trends is only part of the equation. While it’s always good to know what is happening in the design world, the best brands stick to core design principles underpinned by values and a strong strategy. They evolve by taking on the best of contemporary thinking to adapt to their audience’s changing needs, ensuring they outlast the fashion of the seasons.
As a branding agency Melbourne businesses have trusted for over 30 years, we specialise in helping companies build timeless, high-performing brand identities that command lasting attention.
Explore our branding services to see how we can bring your vision to life. Contact Liquid Creativity today to start a conversation and take the first step toward a stronger, more profitable brand presence.
