In 2023, I expect to see a number of trends continue to develop in the world of branding. Here are three trends to keep a close eye on:
“No Branding” Branding & Minimalistic Designs
One trend that has been gaining popularity in recent years is “no branding” branding, also known as anti-branding or non-branding. This style of branding focuses on minimalistic designs and a lack of overt branding elements, such as logos or brand names. Instead, companies using this approach rely on the quality of their products and services to speak for themselves.
In addition to being visually appealing, this style of branding also puts an emphasis on trust and transparency. As consumers become increasingly aware of the impact of their purchasing decisions on the environment and society, they are looking for companies that are transparent about their practices and values. By adopting a “no branding” approach, businesses can signal to their customers that they have nothing to hide.
The Ordinary is a skincare line under the umbrella company DECIEM. The company in their own words: “Quality today means being authentic, being different, being functional, being beautiful and being sensibly priced, even to the wealthy. And we respect these principles. We choose to serve the educated, the curious and the intelligent who appreciate our dedication to this very genuine definition of quality”
Check out their website here: deciem.com
Glossier in their own words: “Now, we’re building the future beauty company where everything we make starts with you. We create the products you tell us you wish existed. We believe in thoughtful design, and enabling conversation (which is where it all starts). But most of all, we believe that beauty is about having fun, wherever you are in your journey.”
Check out their website here: glossier.com
Y2K Branding
Nostalgia is a powerful marketing tool, and it looks like Y2K branding is making a comeback in 2023. This trend is targeting late millennial and early gen Z consumers, who may have fond memories of the early 2000s.
Expect to see a return to chunky, futuristic fonts and bright neon colors reminiscent of the Y2K era. Brands may also incorporate elements of pop culture from the time period, such as references to popular TV shows or movies. By tapping into consumers’ nostalgic feelings, businesses can create a sense of connection and familiarity with their audience.
Check out this TikTok (click here) from ESPN featuring the “That’s So Raven” theme song…
We are also seeing brands like 93 Play Street and Lemme by Kourtney Kardashian taking this approach to their branding.
Check out their website here: 93 Play Street
Check out their website here: Lemme
Typographic Logos
In the digital age, accessibility is key. Typographic logos, which use only text as the branding element, are becoming more popular as they can be easily read and understood on a variety of devices and screen sizes.
Not only are typographic logos easy to read, but they can also be more versatile and adaptable than traditional logos. They can be easily modified for different applications, such as social media profile pictures or app icons, without losing their brand identity. By using typographic logos, businesses can ensure that their branding is consistent and effective across all platforms.
