2016's biggest branding trends - revealed

The days of brands representing pre-packaged, distant megalithic entities that were unapproachable and hidden behind layers of corporate armour are at an end. Today's consumers expect to be able to interact with brands, demanding new products and services, and becoming a more active part of the conversation.

Brands and branding techniques are changing to reflect this, and it's not uncommon to see brand ambassadors directly communicating with their customers over social media. But branding is about much more than a colour scheme choice, using the right font and ensuring an exclusion zone around the logo is maintained.

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Sam Hampton-Smith

Sam is a designer and illustrator based in Scotland, UK. He splits his time between art and design, motion and video and writing for various creative titles. He has written a book about web design, Pro CSS3 Layout Techniques and contributed to typography book, Fonts and Typefaces Made Easy.