# Less logo, more meaning · Branding Trends · Zorraquino > Essential brands complemented by graphic worlds with great visual power. URL: https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning ![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) Trend 02 # Less logo, more meaning 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) Less logo, more meaning Essential brands complemented by graphic worlds with great visual power. ## Graphic worlds We are going back to the minimal, the clean and the purely functional at logo level, but with great visual power in graphic worlds, which become a must for communicating effectively. Differentiation finds one of its greatest allies in new visual worlds, seeking disruption through images, colours, typography and shapes that together draw connections with their audiences. A well-crafted visual world seeks to differentiate the brand so that it is recognisable and unique, earning a place in its audience’s mind. A particular look and feel make up the language in which the brand expresses itself, offering a point of view and an opinion. Here anything goes to find allies and stand out from the rest. From the nostalgia of retro elements that take us back to the 80s and 90s to the optimism of the most futuristic designs. All of it, seasoned with a layer of artificial intelligence, opens up a world of endless possibilities. ## Cases 01 / 04 Zorraquino spotlights 1. 01 New worlds that make brand strategies tangible, making an impact on consumers’ minds and winning them over by connecting with their personality. 2. 02 New visual strategies are emerging that aim to communicate effectively and build meaning over the long term. 3. 03 A diversity of graphic elements that, combined disruptively, become memorable and draw connections with their audiences. ## More on the trend ### References - [Stonewall’s new identity embraces a more activist future](https://www.creativereview.co.uk/stonewall-rebrand-jkr-revolt/) - [Stand for Stonewall](https://jkrglobal.com/case-studies/stonewall/) - [¿Cómo fortalecer una marca dentro? El caso Oxfam Intermón](https://brandemia.org/construir-una-marca-fuerte-desde-dentro-caso-oxfam-intermon) - [Koto rebrands Glassdoor with friendly illustrations and a typeface inspired by office vernacular](https://www.itsnicethat.com/news/koto-glassdoor-graphic-design-180723) - [Koto rebrand of Glassdoor helps boost the platform 'where work talk gets real'](https://www.creativeboom.com/news/koto-rebrand-of-glassdoor/) - [Motiva](https://www.pentagram.com/work/motiva) Pages 31–41 of the report [![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)](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands) Next trend · 03 [Flexy brands](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands)