Leading branding trends of 2022

The importance of branding has increased significantly in the last few years. With the emergence of digital marketing, a brand’s visual feel and reach are of immense importance. Brands are looking at different approaches to showcase their brand. Moreover, they are interested in taking advantage of these opportunities. However, for an effective brand strategy, companies need to ensure that their branding efforts are in the best possible shape. 

One of the most efficient ways of improving your brand is to stay updated with the leading branding trends. In today’s world, these trends are rapidly changing. Thus, a firm must remain at the top of these trends to make the most out of them. If a brand cannot match these trends, it can become obsolete and attract a negative perception of users. Therefore, brands must revisit their branding exercises frequently. Here’s a list of the leading branding trends of 2022 that can help you formulate a robust brand strategy

While it is a good idea to have a sharp and sleek look, it can seem like your product is right out of a factory line or a focus group meeting. This year, get ready to showcase a different side to your brand’s personality. Jumbled words, amateurish artworks, and messy layouts are all types of anti-art gaining popularity in brand design. 

Wild lettering makes shoppers look twice. Similarly, when shoppers see an all-over-the-place beer label, they feel its designer is a tipsy brewer. The objective of disruptive branding is to let the customers know that you don’t play by the rules. 

  • Logo Adaptability

Many brands have come to understand that it must be easy to scale up or scale down the logo for use in several ways. Logos don’t need to have fancy imagery and detailed graphics. The prominent marketing medium is digital media. To meet its requirements, brands want logos that look neat and clean in different formats. When scaled down for use on social media, they must not lose their identity. 

In 2022, logos are also expected to undergo shape-shifting. For this, you must ask your branding agency to create one master logo and then prepare different versions for varied applications. For instance, on a print ad, you can use the complete logo, while on an Instagram story, you need a stripped-down version of the logo as a basic brand element. It is an approach to add variety to the visual identity of the brand. Many established brands like Nike, Chanel, Coca Cola, etc., have started focusing on the idea of shape-shifting logos. 

  • Monograms of Abbreviated Logos

With the growth in freelancing and flexible employment opportunities, many individuals need to brand themselves as a business. They use short, abbreviated logos that are catchy and make clients feel like they are associating with something special. 

A branding design trend gaining popularity amongst these individuals is using monograms. They are not very new as they date back to 350 BCE when they were used on Greek coins. Fashion icons like Chanel and Louis Vuitton have used them too, and they are a great design option for modern freelancers. 

Monograms of Abbreviated Logos

 

Having two or more initials in one symbol creates a strong impression of who you are. You can choose from the many options of fonts and colors out there and use an abbreviated logo to show off your creativity. Their versatility allows you to place them on the margins of web pages or the middle of business cards. 

  • Handwritten Lettering and Illustrations

This year, brands are also choosing to develop their identities using charming line drawings, unpolished lettering, and scrawling. Such branding messages and logos are similar to the trend of disruptive branding and appear as if they have been designed in five minutes. 

Handwritten Lettering and Illustrations

When a word or picture has a bold, childlike appearance, it can establish the brand’s identity as an unpretentious and charismatic company. It signifies that the brand adds a human touch to its products and is guided by genuine passion. 

  • Branding Without Brand

An innovative trend to watch out for in 2022 is branding without a brand. Imagine a large print ad talking about the delicious taste of cheese in cookies without any mention of the brand’s name or logo. A few years ago, marketers thought that it is a joke to advertise in this way, but it sounds like a promising strategy now. 

Customers have received an overdose of marketing. They are bored of seeing brand products with tall claims. They require solutions to their problems. Brands need to invest in digital branding services that highlight their unique selling proposition as their brand image and do away with any other visual identity. Nevertheless, if there isn’t sufficient brand recall, your efforts can backfire without any brand representation. Thus, use this trend wisely, showcasing your flagship products or services so that customers can easily recognize your brand. 

  • Make Brands Human

Brand communication is different from brand talking. Consumers want to talk to brands instead of reading their marketing messages. Thus, the conversational style of messaging is gaining popularity. Brands need to add a human element and build a strong relationship with the consumers. 

With the experts of a branding agency, you can devise digital campaigns, particularly on social media, that focus on user engagement. Today, you cannot simply post an image on social media and avoid responding to the comments you receive. Brands must respond to every comment and engage with the users. The approach points out a humane aspect of the company and helps in connecting with the target audience. If you can maintain a humorous tone in the communication, it can help in immediate ice-breaking and improve the approachability of your brand. 

  • Naughty Mascots

The objective of mascots is to share the company’s story. Just like the best marketing campaigns, mascots live a definite life of their own. A lot of mascots have a classic appeal living in the user’s memory for over decades. Some of the most prominent mascots are the iconic Amul Girl from 1967, the Parle-G girl from the 1960s, and Onida’s Devil from 1985. 

While mascots weren’t used as widely in this century, they are ready to make a comeback in 2022. It is a clever branding design for many, packed with personality and sly humor. 

  • Back to Neons

Many brands are taking design influences from the 1980s. The use of neon pink and yellow colors, dancefloor vibes, brash branding designs, and flickering strobes is making a return. These elements let designers give their brands a visual identity that is fun and sparky. You can use flamboyant dancing figures or unconventional text alignment to let consumers associate with the brand.

Back to Neons

  • Change the “Eco” Look

As the world faces an existential threat from global warming and species loss, another trend rising in popularity is sustainability. Eco-friendly messages are not only common in global treatises but grassroots campaigns as well. But as green designs crowd the market, what should brands and consumers do to avoid consumer fatigue? How can you make your branding designs distinctive and fresh?

In 2022, brands are bidding goodbye to the classic brown and green hues. The use of images of rivers, trees, and nature is old-school to showcase the environmental friendliness of a brand. In recent times, the focus is shifting towards conceptual, personal, and latest artwork that will attract the attention of eco-friendly shoppers. 

  • Getting Nostalgic

Although the 2021 branding trend of being sleek and modern remains, a lot of brands will be going nostalgic in the New Year. It is more so with brands that have decades of market presence. The objective of the approach is to send users a reminder that they have had an existence for ages. 

For example, Burger King modified its logo returning to a flat look from the bright and shiny one. Doing so helps the brand evoke a nostalgic feeling amongst the consumers and develop an opinion of being natural. Many other brands, especially B2C companies, are expected to follow this trend as it helps in generating a strong emotional response from the users. It also helps in tightening the bond between the users and the brand. 

Summing up

Branding trends continue to change, but the above trends can be major head turners in 2022. Designers and marketers must focus on how they can create an impact with their branding. Most of 2022’s trends like charming line drawings, fluorescent ‘80s tones, and playful mascots give out a hint of optimism. While there isn’t a need for everything to be elaborate and ornate, even the most controlled developments indicate personal growth, climate care, and finding happiness at the moment. When brands devise their digital branding services, the customer must remain in the center to ensure that they are served in the best possible way.

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