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?