# Branding Trends · Zorraquino
> Trends in brand design and strategy for building identities in the post era.
URL: https://www.zorraquino.com/en/trends/branding-trends

![Branding Trends cover: a woman's profile, blurred by motion, against a magenta-to-violet background.](https://cdn.sanity.io/images/0w1142l8/production/195443acc172f969ac1438661ec5c2458409e740-2400x1799.webp/branding-trends-cover-a-woman-s-profile-blurred-by-motion-against-a-magenta-to.webp?w=1600&fit=max&auto=format&q=85)

# BrandingTrends

Trends in brand design and strategy for building identities in the post era.

[Download the reportDownload](https://cdn.sanity.io/files/0w1142l8/production/10e31793687a68356475c9d9a963dbb4b230a962.pdf/zorraquino-branding-trends-2023-es.pdf?dl=)

1. [Branding TrendsHome](https://www.zorraquino.com/en/trends/branding-trends)
2. [Trend 01Rebrand but reframe](https://www.zorraquino.com/en/trends/branding-trends/rebrand-but-reframe)
3. [Trend 02Less logo, more meaning](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning)
4. [Trend 03Flexy brands](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands)
5. [Trend 04Brand in motion](https://www.zorraquino.com/en/trends/branding-trends/brand-in-motion)
6. [Trend 05Color for power](https://www.zorraquino.com/en/trends/branding-trends/color-for-power)
7. [Trend 06Fonts to differentiate](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate)
8. [Trend 07Science fiction](https://www.zorraquino.com/en/trends/branding-trends/science-fiction)
9. [Trend 08No packaging](https://www.zorraquino.com/en/trends/branding-trends/no-packaging)
10. [Trend 09Nostalgic retro](https://www.zorraquino.com/en/trends/branding-trends/nostalgic-retro)
11. [Trend 10AI for branding](https://www.zorraquino.com/en/trends/branding-trends/ai-for-branding)

## 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

![Thinkfull spectrum](https://cdn.sanity.io/images/0w1142l8/production/86f3cd925d23401a81db4ced5da0b0b6e3f299da-1600x1200.webp/thinkfull-spectrum.webp?w=1600&q=85&auto=format&fit=max)

### Thinkfullspectrum

There are so many worlds to take into account that shaping a brand is becoming ever more complex.

![Strategies to shape growth](https://cdn.sanity.io/images/0w1142l8/production/fa44f958d49e9c5380eeae8f757b38391edf4b21-1600x1199.webp/strategies-to-shape-growth.webp?w=1600&q=85&auto=format&fit=max)

### Strategiesto shape growth

Setting a clear, sustainable vision of the future that makes it possible to adapt to change.

![Strong brand, strong business](https://cdn.sanity.io/images/0w1142l8/production/22e25c9cc8ee63a5db643d019674b1298923a790-1600x1200.webp/strong-brand-strong-business.webp?w=1600&q=85&auto=format&fit=max)

### Strongbrand, strong business

Established identities strengthen companies’ business capacity.

![Green is not green](https://cdn.sanity.io/images/0w1142l8/production/dd081caa0b1072255bafbc58b047d44579c5d444-1600x1200.webp/green-is-not-green.webp?w=1600&q=85&auto=format&fit=max)

### Greenis not green

Anything no longer goes. Sustainability stops being effective as the spearhead of strategies.

![Glocal tailoring](https://cdn.sanity.io/images/0w1142l8/production/5344ce57617f5a8913bca8c63ec9ece367a4c542-1600x1199.webp/glocal-tailoring.webp?w=1600&q=85&auto=format&fit=max)

### Glocaltailoring

Hyper-personalised brands that opt for positioning from a local perspective.

![Long term value](https://cdn.sanity.io/images/0w1142l8/production/62fef96e180841d362f27f3ac723bb75912a43b6-1600x1199.webp/long-term-value.webp?w=1600&q=85&auto=format&fit=max)

### Longterm value

In the face of short-termism, brands’ big bet lies in creating long-term value.

![Brand communities](https://cdn.sanity.io/images/0w1142l8/production/b24ea19c5d940324465427a20e30d917cd7f9baa-1600x1200.webp/brand-communities.webp?w=1600&q=85&auto=format&fit=max)

### Brandcommunities

Population tribes gather around niche brands in which they see themselves represented.

## The 10 trends

[![Rebrand but reframe: Transforming with meaning by going deeper into the whys.](https://cdn.sanity.io/images/0w1142l8/production/5dcf4abc154b0312c06c98d260fbdcb6f6af104b-1920x1440.webp/rebrand-but-reframe-transforming-with-meaning-by-going-deeper-into-the-whys.webp?w=1600&fit=max&auto=format&q=85)01Rebrand but reframeTransforming with meaning by going deeper into the whys.Read trend](https://www.zorraquino.com/en/trends/branding-trends/rebrand-but-reframe)[![Less logo, more meaning: Essential brands complemented by graphic worlds with great visual power.](https://cdn.sanity.io/images/0w1142l8/production/26fff06ab957d057ce1b2a29558a12a1ffcc36eb-1920x1440.webp/less-logo-more-meaning-essential-brands-complemented-by-graphic-worlds-with.webp?w=1600&fit=max&auto=format&q=85)02Less logo, more meaningEssential brands complemented by graphic worlds with great visual power.Read trend](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning)[![Flexy brands: Flexible brand systems that adapt to hybrid life, between the physical and the digital.](https://cdn.sanity.io/images/0w1142l8/production/ec4326bb4f9aca2f71838cef5638bd77107d0dca-1920x1440.webp/flexy-brands-flexible-brand-systems-that-adapt-to-hybrid-life-between-the.webp?w=1600&fit=max&auto=format&q=85)03Flexy brandsFlexible brand systems that adapt to hybrid life, between the physical and the digital.Read trend](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands)[![Brand in motion: Movement as a language that opens up new ways of communicating.](https://cdn.sanity.io/images/0w1142l8/production/dc999a5c9523745195c071b7dc17128111f690c4-1920x1440.webp/brand-in-motion-movement-as-a-language-that-opens-up-new-ways-of-communicating.webp?w=1600&fit=max&auto=format&q=85)04Brand in motionMovement as a language that opens up new ways of communicating.Read trend](https://www.zorraquino.com/en/trends/branding-trends/brand-in-motion)[![Color for power: Between vibrant, digital palettes and neutral, natural tones.](https://cdn.sanity.io/images/0w1142l8/production/b61c02a31479715601b451965616f8b78de97229-1792x1344.webp/color-for-power-between-vibrant-digital-palettes-and-neutral-natural-tones.webp?w=1600&fit=max&auto=format&q=85)05Color for powerBetween vibrant, digital palettes and neutral, natural tones.Read trend](https://www.zorraquino.com/en/trends/branding-trends/color-for-power)[![Fonts to differentiate: Typefaces with plenty of personality to resist homogenisation.](https://cdn.sanity.io/images/0w1142l8/production/d334e0535a6305e8f73224f33cf328ba525b002b-1920x1440.webp/fonts-to-differentiate-typefaces-with-plenty-of-personality-to-resist.webp?w=1600&fit=max&auto=format&q=85)06Fonts to differentiateTypefaces with plenty of personality to resist homogenisation.Read trend](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate)[![Science fiction: Inspiration from imaginary worlds as a guide towards a new optimism.](https://cdn.sanity.io/images/0w1142l8/production/b9cc20e482e39fc5d43f9eb6b48d37be8fdcc1ee-1920x1439.webp/science-fiction-inspiration-from-imaginary-worlds-as-a-guide-towards-a-new.webp?w=1600&fit=max&auto=format&q=85)07Science fictionInspiration from imaginary worlds as a guide towards a new optimism.Read trend](https://www.zorraquino.com/en/trends/branding-trends/science-fiction)[![No packaging: New ways to connect products with more committed audiences.](https://cdn.sanity.io/images/0w1142l8/production/27577f9cfeaf1b318aa1590b201d6edfc8a6dfff-1920x1439.webp/no-packaging-new-ways-to-connect-products-with-more-committed-audiences.webp?w=1600&fit=max&auto=format&q=85)08No packagingNew ways to connect products with more committed audiences.Read trend](https://www.zorraquino.com/en/trends/branding-trends/no-packaging)[![Nostalgic retro: Drawing on past moments to stand out in the present.](https://cdn.sanity.io/images/0w1142l8/production/3389404da7006bbd0949dde71ed53b3913d5f2cf-1697x1273.webp/nostalgic-retro-drawing-on-past-moments-to-stand-out-in-the-present.webp?w=1600&fit=max&auto=format&q=85)09Nostalgic retroDrawing on past moments to stand out in the present.Read trend](https://www.zorraquino.com/en/trends/branding-trends/nostalgic-retro)[![AI for branding: Generative artificial intelligence drives new territories of opportunity.](https://cdn.sanity.io/images/0w1142l8/production/844e373d6c6775a72cc28a6e137ffca88870c6e6-1920x1440.webp/ai-for-branding-generative-artificial-intelligence-drives-new-territories-of.webp?w=1600&fit=max&auto=format&q=85)10AI for brandingGenerative artificial intelligence drives new territories of opportunity.Read trend](https://www.zorraquino.com/en/trends/branding-trends/ai-for-branding)

## More on the report.

### References

- [The 14 New Rules of Brand Strategy](https://medium.com/concept-bureau-insights/the-14-new-rules-of-brand-strategy-32f00dce1a98)
- [2023 Branding Patterns (Masterbrand)](https://masterbrand.es/trends/)
- [Tendencias en branding 2023 (Hola Branding)](https://www.holabranding.es/blog/tendencias-branding-2023)
- [Barómetro del Branding. Conclusiones y highlights para afrontar el 2023](https://brandemia.org/conclusiones-barometro-tendencias-branding-2023)
- [Informe de Tendencias de Branding (Comuniza)](https://comuniza.com/informe-de-tendencias-de-branding)
- [What does the future of branding look like? Insights from 5 top thought leaders](https://medium.com/@davidbrier/what-does-the-future-of-branding-look-like-insights-from-5-top-thought-leaders-19e310b6f55a)
- [How ‘lovemarks’ and ‘the age of the idea’ prime an exciting future for brands](https://www.theceomagazine.com/business/marketing/idea/)
- [Words of wisdom from the world’s greatest branding experts](https://www.theceomagazine.com/business/marketing/best-branding-quotes/)
- [Brand singularity will define the next 5 years](https://conceptbureau.com/brand-singularity-will-define-the-next-5-years/)
- [5 tendencias de diseño para 2023](https://www.domestika.org/es/blog/11047-5-tendencias-de-diseno-para-el-2023)
- [Brands are community property - Accenture](https://www.accenture.com/%5Facnmedia/Thought-Leadership-Assets/PDF-5/Accenture-The-rise-of-the-purpose-led-brand-Accenture-Strategy-Infographic.pdf#zoom=50)
- [What Makes a Good First Impression](https://institute.uschamber.com/what-makes-a-good-first-impression/)
- [2019 Edelman Trust Barometer Special Report](https://www.edelman.com/sites/g/files/aatuss191/files/2019-07/2019%5Fedelman%5Ftrust%5Fbarometer%5Fspecial%5Freport%5Fin%5Fbrands%5Fwe%5Ftrust.pdf)
- [How Much Should You Budget For Marketing In 2023?](https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing)
- [Bilbao Madrid Marqués del Puerto 6, 1º Gustavo Fernández Balbuena 11, 4º 48009 BILBAO 28002 MADRID Tel. (+34) 94 415 73 79 Tel. (+34) 91 179 34 82](www.zorraquino.com)

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## Sessions

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