The fact that you’re reading
this indicates you already know something about the power of branding. The
right branding approach will be fundamental to your organisation’s efforts to
stand out from its competitors – not just for its own sake, but in the right
ways, to help drive heightened awareness, sales, and revenue among the right
people.
Now 2023 is almost upon us. In
which ways can we expect branding to evolve during the coming 12 months or so?
We’ve picked out just some of the trends that have been identified by leading web
consultants in the UK and the wider world.
Tapping into nostalgia in bold
ways
2022, it is fair to say, has
been exhausting. It has certainly been a tiring year for the great numbers of
us who are now routinely glued to the social media apps on our phones, what
with events like the cost-of-living crisis, the war in Ukraine, and the
lingering effects of the COVID-19 pandemic.
Many a branding professional has
already predicted that this situation could help inspire new and imaginative
uses of nostalgic elements in branding and marketing during 2023.
Many of us understandably have
that feeling – however abstract – that life was better in the past, or at least
yearn to spend a bit more time there for a little while. And as a brand, you
could be tempted to respond to this in your branding, through bold campaigns
that connect the past to the present.
Do you remember, for example,
the ads that Spotify ran a few years ago, with statements like “1983. UB40. Red
Red Wine. 2019. You be forty. Red red wine.”? Well, we could be set to see a
lot more of that kind of vibe in 2023.
Adaptable logo design
You probably already know that
your brand’s logo will be one of the most crucial elements to get right if you
are to achieve cut-through with your target audiences. But does this
automatically translate into your company logo having to look exactly
the same, across every single touchpoint?
When we say “touchpoints”, we
are referring to those various points of contact or interaction that someone
might have with your brand, such as its website, social media channels, and any
physical stores or offices you may have.
It appears that in 2023, many
brands will be more sensitive to the need to adapt their logo to these various
touchpoints. The “master logo” that you use on your brand’s website, for
instance, might not look identical to the one you use on your company Instagram
account, or as a watermark on your organisation’s photos.
Whatever changes you do make to
your logo design to suit these touchpoints, though – potentially encompassing
alterations to the size, colour, and/or complexity of the logo – the brand logo
should still be immediately recognisable as your brand. Our graphic
design and branding experts at PENNInk Productions
can help make that a reality for you.
A “new eco” aesthetic
Have you noticed something
different lately about how a lot of ostensibly ‘sustainable’ brands present
themselves? We have, too; the old ideas that such brands should use earthy
tones and generally softer palettes and design elements have faded in recent
times.
Indeed, quite a few “eco” brands
of today are now embracing more clean and minimalistic looks. The idea is to
communicate a sense of futurism and aspiration, as audiences come to expect
more from these brands than a mere promise to be gentler on the planet.
There you have it – a sampling
of the branding trends that will likely go a long way to shaping what 2023
looks like to great numbers of us. Why not get in touch with PENNInk
Productions’ own skilled and experienced web consultants in the UK
to discover more about what that future could look like for your growth-focused
brand?