Why we should be wary of the retro trend

A great deal has been written over the last few weeks about the apparent ’retro’ branding craze, brought into the limelight by North’s much-lauded overhaul of Co-op. It was lauded by us also: not only did the beautifully executed project win a coveted Brand Impact Award this year, but it also helped North top CA’s UK Studio Rankings.

And as all of those ‘retro trend’ articles are at pains to point out, North’s Co-op rebrand, Futurebrand’s overhaul of NatWest and Work-Order’s most recent revamp of Kodak share one noteworthy similarity – they have breathed new life into an identity last seen in the late 60s and, in Kodak’s case, early 70s.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.