In 2018, brands will continue to get simpler, yet richer
Next year we’ll see brand design seeking to pack more meaning into fewer, simpler elements.
By Max Ottignon, Co-founder, Ragged Edge.
Design is getting simpler, yet richer.
In a world where user experience is king, complex brand systems get in the way of the content. Function overrides superfluous design details, and every brand asset needs to earn its place. So brands are striving to streamline their core assets, but looking to pack more meaning and distinctiveness into each element.
More meaning, fewer letters
Often this starts with the name. Naming briefs are increasingly becoming ‘how can we distill as much meaning into as few letters as possible’. Bulb remains a great example of this, communicating product, purpose and tone in a mere four letters. Or nested, a proptech startup whose name delivers on both a functional and emotional level.
Symbols that pack a punch
Naturally, it also means means scalable, digital first symbols packed with meaning – think YouTube or F1 – where an entire brand can be distilled into an app tile or a profile picture.
Truly ownable type
There’s a noticeable trend towards bespoke typefaces, such as IBM’s Plex and BBC’s Reith – not to mention Camden Market and Giraffe. This allows a brand to show up distinctively wherever it appears, without introducing anything that isn’t strictly functional. Luke, our Creative Director, wrote a great piece on this here.
And it means bold, communicative use of colour. We’ve noticed our clients getting braver here. Fluro colours and clashing tones have moved away from edgy startups into the mainstream. Ebay’s new identity has colour right at its heart, using it as a way to communicate both its breadth and inclusive personality.