In 2024, branding is evolving at a rapid pace, influenced by technological, social, and economic changes. Businesses are under greater pressure than ever to innovate in order to capture the attention of their audience. Design, as a key component of branding, plays a major role in this evolution. This article explores the five major trends that are redefining branding in 2024, sharing ideas for businesses to stay competitive.
It is one of the biggest post-covid trends. This style first appeared in the field of publishing and is gradually being projected into branding. This visual style gives a young and fresh tone to brands; it is very much the envy of young artistic directors.
In recent years, we have seen a strong return to vintage, especially the style of the 70s and 80s. This trend is evident not only in fashion, but also in cinema and, in a strong way, in design and branding. Emblematic films from this era are being rebooted, reviving the nostalgia of previous generations, and this enthusiasm is reflected in the aesthetic choices of certain identities.
Image grains, granular textures, retro typography, and earthy or vibrant color palettes typical of the 70s and 80s are making a comeback in contemporary creations. We see it in the adoption of stylized photographs that evoke old film cameras, giving authenticity and a singular charm to the visuals. This return to basics is often seen as a response to digital saturation, bringing a sense of comfort and familiarity in a world that is constantly accelerating.
Art directions that incorporate this aesthetic create an emotional connection with their consumers. They rely on the power of memories to evoke positive nostalgia. For example, clothing stores like wrangler or Levi's have brought back pieces from their collections from the 70s to reinvent their current image. More and more companies are choosing to capitalize on these memories, not only for their visual impact, but also to convey values of authenticity and sustainability.
The current trend places people at the heart of branding strategies. This idea has always been around, but agencies and Studio are beginning to exploit its potential. Beyond simply presenting products or services, brands seek to build emotional relationships with their consumers. An effective way to do this is the use of mascots, a return to illustrated characters that humanize the image of a marketing strategy.
These mascots, whether animal, human or fantastic, make it possible to develop a more accessible and memorable identity. Take the mascot of Mailchimp, Freddie, a fun monkey that brings a touch of lightness to a platform that is nevertheless oriented towards professionals. Freddie personifies humor, a relaxed approach, and proximity to users, making the user experience more enjoyable. This contributes to the development of Mailchimp's brand image, which is not seen as an e-marketing platform, but as a real growth engine.
The creation of mascots also allows companies to tell stories (storytelling), thus strengthening their positioning. These characters become ambassadors who convey the values and soul of the company. Kellogg's has also brought some of its mascots up to date, playing on nostalgia and proximity. All with a fairly intelligent color scheme, which makes it very easy to identify it.
The emotional impact of this “mascot” trend is undeniable, as they personify company values while remaining fun and engaging. It is a clever way to make a graphic charter more human, in a world that is increasingly digitized and sometimes dehumanized.
With the advent of technology, three-dimensional design has become essential. However, innovation does not only lie in the creation of 3D assets, but rather in the harmonious integration of reality and technology. An emerging trend is the fusion of natural materials with digital environments, creating a striking contrast between nature and the virtual world.
3D makes it possible to give life to creations by bringing them depth and perspective. This technique is used to develop immersive experiences, often with a hyperrealistic approach that blends natural textures (wood, stone, vegetation) with technological textures (metal, plastic, light). This juxtaposition of design elements creates a unique aesthetic that captures attention and surprises.
Some businesses go even further by creating interactive environments where nature meets technology. Advertising campaigns incorporate 3D objects that invite users to explore and interact with design. For example, IKEA has launched augmented reality applications that allow users to visualize furniture in 3D directly in their living room, thus merging the real world with the digital.
Today, it is no longer enough to have an attractive static design. With the proliferation of digital content and the reduction in users' attention spans, companies need to captivate their audience from the very first seconds. That's where motion design comes in, the art of animating graphic design elements to bring them to life.
Motion design has become an essential science in a designer's toolbox. It allows you to add dynamics, fluidity, and interaction to content that was once static. It also helps tell a story in a more engaging way. Designers are increasingly using animations to capture users' attention, explain complex concepts, or create immersive experiences.
A good example is logo animation, where brands like google or Spotify play with their visual identity by animating it in a subtle and elegant way. This not only adds an extra layer to their design, but also makes a memorable impression. In fact, movement can reinforce a brand's identity while positively surprising the user.
Creating a strong design is not easy. And you should know that trends are not everything. In the same way that we cannot see the future, a future trend cannot be anticipated. This can sometimes come from mistakes, events, tests. This is why it will be necessary to favor authentic creation in order to hope to be ahead of its time. Through this we encourage you to break the codes. As long as it's consistent in your brand positioning, you're not taking risks. On the contrary, it could be a very pleasant surprise in the end.
Finally, in a world where trends are repeated, many brands are choosing to break the codes. This desire for innovation is especially evident in web design, where creativity and breaking with conventions can make a difference.
Rather than following conventional grids or pre-established design patterns, brands seek to stand out with unexpected designs. This can take the form of bold fonts, asymmetric layouts, or non-linear graphic assets that break the monotony of traditional web designs. nike, for example, frequently explore this direction with interactive homepages, where each scroll becomes a unique experience, telling an immersive visual story.
The key is to surprise while remaining functional. An offbeat design should capture attention without compromising the user experience. This contrast between the unexpected and the intuitive creates a new way of approaching design, where aesthetics directly serve engagement and interaction.
Artificial intelligence (AI) continues to transform the creative process, playing a central role in modern branding. In 2024, AI is omnipresent in tools like Figma, Adobe Firefly and MidJourney, allowing designers to generate design concepts quickly and in a personalized way.
Platforms such as MidJourney allow you to generate ideas and refine creative concepts quickly, speeding up the creative process. Designers can test different color palettes, develop custom visuals, and even retouch images using AI. This not only saves time but also produces creations that resonate with the target audience.
AI allows design personalization in real time, adapted to specific demographic segments or even individuals. Dynamic AI-based campaigns allow businesses to personalize interfaces according to user preferences, creating a stronger connection with their audience.
However, this rise of AI raises ethical questions. Firms must ensure transparency in the use of these technologies and be careful not to sacrifice human creativity for automated solutions. AI should remain a complement to human talent, not replace it.
Minimalism, which has dominated in recent years, is gradually giving way to an opposite trend: maximalism. In 2024, this daring style is gaining in popularity, offering a striking contrast to the sober designs of the past.
Maximalism encourages the use of a bright color palette, varied patterns, and bold fonts. Where minimalism favors white space, maximalism takes a more saturated approach, drawing immediate attention. Shades such as bright red, electric blue or ultra-violet are becoming visual signatures.
In theUI/UX design, maximalism is expressed in interfaces rich in detail, compelling animations, and an overabundance of visuals. It's about capturing attention in seconds in a saturated digital environment. Brands are exploiting this trend to show interactive and immersive experiences.
While maximalism is based on excess, it needs to be balanced to avoid style overload. Designers seek to develop a subtle harmony between the various design elements to maintain a cohesive experience, while avoiding clutter.
La Font will become one of the most important elements in branding in 2024. Beyond a trend, it is a real awareness. It is no longer content with being a simple communication medium, but is becoming a creative tool in its own right. For many years agencies and art directors have focused on the logo as the main element of your identity, without realizing that they were emitting other elements that were just as important.
Businesses are increasingly investing in tailor-made policies, which allows them to differentiate themselves and strengthen their identity. For example, iconic companies like Coca-Cola or google have long used unique characters to consolidate their artistic direction. In 2024, this approach is becoming more accessible to businesses of all sizes.
Les Typographic logotypes are also in fashion. Using the typeface as a central element of the logo, they offer a clean but striking approach. Businesses like netflix have adopted this style, relying on typo to make their logo instantly recognizable.
Characters are also used to evoke emotions and capture attention on advertising or digital media. Handwritten fonts can show a warm, personal impression, while geometric, modern fonts inspire confidence and innovation.
In 2024, the Augmented reality (RA) is a powerful tool for retailers looking to develop interactive and immersive experiences. AR superimposes virtual elements onto the real world, offering a new way to interact with consumers.
More and more companies are integrating AR into their advertising campaigns. For example, IKEA and L'Oréal use applications that allow their customers to view furniture or test products virtually. This type of immersive experience allows consumers to interact directly with products, increasing their engagement and interest in your brand style.
R.A is also transforming packaging. By scanning a product with a smartphone, consumers can access additional information, animations, or special offers. This reinforces user engagement while enriching their shopping experience.
The sustainable design continues to gain in importance in 2024, as businesses seek to reduce their environmental impact. This trend is reflected in a more responsible approach to branding, from creating visuals to packaging products.
Teachers adopt eco-friendly design practices and styles by using recycled materials, optimizing digital files to reduce energy consumption, and minimizing unnecessary packaging. Transparency is also becoming a key element, as businesses communicate about their efforts to respect the environment.
While sustainability imposes some constraints, it can also be a source of creativity. Designers are increasingly required to find innovative solutions to combine aesthetics and respect for the environment. This may involve the use of ink-saving typefaces, natural colors, or recycled printed materials.
In summary, 2024 is a pivotal year for the design And the Branding. With the rise ofAI, maximalism, bold typography, augmented reality, and sustainability, businesses must adapt to these trends to capture the attention of an increasingly demanding audience. These developments are not only temporary phenomena, but profound transformations that redefine long-term branding strategies.
Be careful not to follow these trends to the letter. Your personality as well as your business challenges must define your visual identity and not the other way around. A great brand starts with a big idea. It's not enough to apply a few trends to become the future Apple. A user's sensitivity goes beyond simple tastes. A user will be able to identify with your positioning, your catchphrases, and a brand idea. These are the assets that will bring emotional power to your brand. “Design” in general and the choices of design trends will only reinforce them. Then don't forget to be consistent in your brand deployments. Choosing a trend is important and should not be taken lightly. If you choose this path you will have to go 200% there.
Chez Studio Elias, we are at the forefront of this evolution. By combining innovation and creativity, we support our clients in creating identities that resonate with the trends of tomorrow. Whether you want to explore the endless possibilities ofAI or adopt a more sustainable approach, we are here to guide you in this constantly changing world.
It is good to start with a strategy and positioning stage. Understand who you are and what you need to look like to grow your business. It is only after this crucial step that you can start developing your company's graphic charter. At that moment you can use these trends sparingly to finally deploy them on all your supports. Attention, getting a visual identity from scratch is a difficult job. We recommend that you be supported by an agency to move forward in these 3 crucial steps:
We help our customers define and express their strengths through a powerful Brand Idea.
Storytelling/Purpose/Naming/Values/Values/Personality/Mission/Key Messages.
We create a coherent artistic direction, ensuring internal and external consistency.
Logo/Typography/Colorimetry/Photography/Illustration/Iconography/Motion/Mockup
We deploy your identity on the web. We establish the link with your audiences thanks to Webflow
Wireframe/Webdesign/Webflow/Custom animation/Custom animation/GSAP/Responsive/SEO/Finsweet/Training/Maintenance
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