As we glean insights from current polling data on the prevalence and favourability of branding trends, we peer into the horizon of 2004.
Many of the prevailing branding trends are not entirely novel. Similar to the cyclic nature observed in fashion, interior design, and musical genres, themes and concepts within branding undergo cycles of resurgence, often manifesting in refreshed iterations every few years.
As we ventured into 2024, this pattern persists, with humor, vibrant and daring branding, nostalgia, and human-centric branding emerging as the most promising trends. These projections are grounded in survey data analysis, complemented by an examination of the branding landscape throughout the current year. Let’s delve deeper into each of them:
Humor
According to surveys, humor remains evergreen. Despite its longstanding presence as a branding tactic, humorous branding stood out as the most prevalent among the nine branding trends assessed, with 33.2% and 28.8% of respondents selecting “often” and “very often” respectively. As we approach 2024, humor emerges as the most compelling branding trend.
Humor initially gained traction as a prominent trend in 2023 and has maintained its momentum since. Its ascendancy coincided with a departure from the earnestness pervasive in pandemic-era branding and marketing, offering a much-needed antidote amidst global uncertainties. Amidst geopolitical tensions and economic challenges, humor continues to serve as a vital balm, promising to retain its significance in the brand landscape of 2024.
A noteworthy lesson gleaned from humorous branding in 2023 is its versatility. Brands adeptly employed wit and levity across diverse contexts, demonstrating that nearly any subject matter can be humorously presented with cleverness and sensitivity. Brands like Zocdoc and RyanAir adeptly wielded humor to navigate the fine line between amusement and irreverence, signaling a shift towards increasingly inventive and intelligent comedic branding in 2024.
Vibrant, Daring Branding
An intriguing revelation from our data analysis on Vibrant, Daring Branding is its universal appeal across age demographics. Unlike other trends surveyed, such as humor, vibrant and bold branding was deemed nearly uninspiring by negligible percentages of respondents across all age groups. Notably, individuals aged 45-54 expressed the lowest uninspiring sentiment, registering less than 1 percent.
This trend mirrors the trajectory observed in humor. The era of subdued, serious aesthetics is yielding to a kaleidoscope of hues, as vibrant and bold branding takes center stage, injecting a sense of exuberance into brand narratives. Multifaceted color palettes and dynamic typography are prevalent, creating memorable brand experiences infused with joy. Notable examples include Slurpee’s exuberant rebrand and AdWeek’s Gen Z summit branding, both embracing vibrant visuals to evoke a sense of delight. As consumers become increasingly accustomed to vibrant branding, we anticipate nuanced variations of this trend to emerge in 2024, catering to evolving tastes and preferences.
Nostalgia
The enduring appeal of nostalgia, as discussed in a recent analysis, remains steadfast, resonating across generational cohorts. While Gen Z’s penchant for nostalgia-driven branding and logo revivals remains pronounced, this trend garners widespread interest across all age groups.
Intriguingly, nostalgia evokes the highest enthusiasm among individuals aged 35-44, with a staggering 62 percent expressing interest. Our research conducted in 2022 underscored nostalgia’s enduring allure in branding, a sentiment reinforced by the sustained enthusiasm of older millennials, Gen X, and Baby Boomers. As such, nostalgic branding continues to captivate audiences, poised to retain its relevance for the foreseeable future.
Human-Centric Branding
As our interactions increasingly transition into digital realms, and the pursuit of authenticity intensifies, human-centric branding is experiencing a resurgence. In contrast to the pristine perfectionism often associated with AI and digital filters, humanized branding emphasizes personalization and imperfection, forging authentic connections with audiences.
Our survey data revealed that only 29.2 percent of respondents reported frequent encounters with humanized branding elements like illustrations and handwritten fonts in recent months, signalling ample room for growth in this trend. Encouragingly, early indications suggest a resurgence of humanized branding in 2024. Noteworthy examples include Eddie Bauer’s logo redesign, which incorporates intentional imperfections, and Casper’s departure from corporate vector illustration in favor of whimsical, hand-drawn imagery.
While meticulous research offers insights into forthcoming branding trends, the unforeseeable nature of the future necessitates adaptability. As demonstrated time and again, unpredictability is inevitable. Nevertheless, the prevailing emphasis on enjoyment, creativity, and comfort underscores prevailing sentiments. Whether embarking on branding endeavours or reimagining existing brand identities, prioritizing attributes that evoke these sentiments should supersede chasing transient trends.