BrandingTrends
Trends in brand design and strategy for building identities in the post era.
Foreword
We are getting used to moving in changing environments that make us look at everything from multiple perspectives and complicate decision-making. The social, the economic and the environmental are becoming key issues that are forcing brands to take on new responsibilities.
Branding Drivers
Thinkfullspectrum
There are so many worlds to take into account that shaping a brand is becoming ever more complex.
Strategiesto shape growth
Setting a clear, sustainable vision of the future that makes it possible to adapt to change.
Strongbrand, strong business
Established identities strengthen companies’ business capacity.
Greenis not green
Anything no longer goes. Sustainability stops being effective as the spearhead of strategies.
Glocaltailoring
Hyper-personalised brands that opt for positioning from a local perspective.
Longterm value
In the face of short-termism, brands’ big bet lies in creating long-term value.
Brandcommunities
Population tribes gather around niche brands in which they see themselves represented.The 10 trends
01
Rebrand but reframe
Transforming with meaning by going deeper into the whys.
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02
Less logo, more meaning
Essential brands complemented by graphic worlds with great visual power.
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03
Flexy brands
Flexible brand systems that adapt to hybrid life, between the physical and the digital.
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04
Brand in motion
Movement as a language that opens up new ways of communicating.
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05
Color for power
Between vibrant, digital palettes and neutral, natural tones.
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06
Fonts to differentiate
Typefaces with plenty of personality to resist homogenisation.
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07
Science fiction
Inspiration from imaginary worlds as a guide towards a new optimism.
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08
No packaging
New ways to connect products with more committed audiences.
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09
Nostalgic retro
Drawing on past moments to stand out in the present.
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10
AI for branding
Generative artificial intelligence drives new territories of opportunity.
Read trendMore on the report.
References
- The 14 New Rules of Brand Strategy
- 2023 Branding Patterns (Masterbrand)
- Tendencias en branding 2023 (Hola Branding)
- Barómetro del Branding. Conclusiones y highlights para afrontar el 2023
- Informe de Tendencias de Branding (Comuniza)
- What does the future of branding look like? Insights from 5 top thought leaders
- How ‘lovemarks’ and ‘the age of the idea’ prime an exciting future for brands
- Words of wisdom from the world’s greatest branding experts
- Brand singularity will define the next 5 years
- 5 tendencias de diseño para 2023
- Brands are community property - Accenture
- What Makes a Good First Impression
- 2019 Edelman Trust Barometer Special Report
- How Much Should You Budget For Marketing In 2023?
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