Trend Report – The Visual Language of Brands (Chapter2)

The Second Chapter in our Comprehensive Trend Report
on the Visual Language of Brand Identity

Last Monday we published the first section of our report into trends in visual language. Each Monday for the next five weeks we’ll publish another chapter. This week’s chapter focuses on trends in brand visual language related to ‘Authenticity’.

Trends in the visual language of brand identity are driven by many factors from the ‘me-too-ism’ of designers and their clients mimicking the visual language of market leaders, to new and emerging trends such as ‘sustainability’ that draw a similar and en-mass visual response from designers all over the world. Over the past 12 months we have collected more than five thousand different brand expressions spanning almost every major industry and category of the western world.

The brand expressions we tracked included existing, new and refined brand identities, product packaging, newspaper, magazine and billboard ads. The scale and breadth of these brand expressions allowed us to identify the major brand visual language trends of a broad range of market leaders for the last year. Whilst the majority of the examples presented in this report are recent, many trends are not in themselves new. It is our interpretation of the groundswell of take-up of a trend and the influence exerted within their market by the brands involved, that leads us to define the most compelling and influential trends.

What’s the value of a Trend Report?
All brands project an image through their visual language. It is up to each brand to make conscious and informed decisions about exactly what they wish their visual language to communicate relative to the competition and to their market’s perceptions.The report includes hundreds of examples of brands and their visual language to illustrate examples of brands who leverage trends to their advantage, as well as examples of those who follow trends to their disadvantage. The examples cross industries from fashion to food, from transport to telecommunications and everything in between, as well as markets from Australia to Asia, from Europe to the Middle East and the U.S.

Valuable Insights for all Owners and managers of Brands
An understanding and mastery of the trends in brand visual language will allow business to ‘tune’ their brand’s image to ensure they’re consistently communicating the right messages to the right people. For every organisation seeking to best manage their brand identity, these trends must be part of the consideration process. For each brand there will be advantages and disadvantages to leveraging the cues and meaning inherent in these trends. The big question you should be considering is this; ‘does the trend provide an opportunity to leverage a set of visual cues to communicate the perfect brand messages to your market, or has the trend become so widely adopted as to compromise the uniqueness of the brands who follow it?’

Download Chapter Two
of our Trend Report

Last Monday we published the first section of our report into trends in visual language. Each Monday for the next five weeks we’ll publish another chapter. This week’s chapter focuses on trends in brand visual language related to ‘Authenticity’.

Click Here to download Chapter Two of our Brand Visual Language Trend Report.

You can also click here to download the First Chapter of the Trend Report.

© 2010 Truly Deeply. This work is licensed under a Creative Commons License. We’re delighted for you to share, blog or publish extracts of our articles, on the condition that Storm Design & Brand DNA are properly credited (and linked to) as the source, and that you include our URL: trulydeeply.com.au

For further information, questions and enquirers, contact us.

David Ansett, Brandamentalist
For daily updates of our brand thinking, follow me on Twitter

Brand Designer

4 Comments

  1. I love the way you are talking here about visual trends. This chapter is just fantastic; ‘Made with Love’ and Retro-future trends are definitively two of my favorite strategies to get noticed. Congrats.

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