Are trends any good for branding?

Chobani branding
(Image credit: Chobani)

However hard agencies fight against it, branding has always been subject to stylistic trends. Whether brands embrace or resist the status quo, the fact that some kind of aesthetic benchmark exists remains significant.

Arguably, there’s some value in a new launch sharing certain visual characteristics with the rest of its sector. It helps build familiarity and trust, as a sort of visual shorthand for consumers. There’s no denying that standing out is always easier if you position yourself against the grain of a trend, but you must work a lot harder to do so successfully. Either way, just make sure you outline you ideas clearly, like in these meticulous design style guides.

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Nick Carson
Content strategist and copywriter

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.