Was sind die aktuellen Trends und Herausforderungen im Branding-Design und wie passt man sich darauf an?

Current branding design trends include authenticity, personalisation, simplicity, sustainability, and digital-first experiences. Brands are emphasising true relationships, customising interactions, and utilising technology for immersive experiences. Maintaining continuity, responding to market changes, and creating appealing brand stories are among the challenges. To adapt, keep up with trends, communicate with your audience, and ensure your brand identity corresponds with your values and objective.

Modern branding adheres to minimalism: fewer elements, a limited palette and brevity. This allows for a clean, recognizable identity that stands out amidst the market noise. The solution lies in balance. Simplicity must be combined with emotionality, functionality and deep ideas. Unique fonts, unconventional accents and thoughtful brand stories will help to achieve impressive results. Minimalism is the art of “less is more”.

Less is more with the idea of minimalism. When I’m developing a concept for a brand I pull inspiration from the product design to avoid being generic

Minimalism has become one of the most if not the most popular design trend in the past couple of years. Numerous global brands and industry leaders have taken the 'minimalist' route for their branding. The one most recently talked about was Jaguar, converting from their intricate logo with a Jaguar emblem to just a wordmark in a sans-serif font. In Minimalism, designers try to cut down on any unnecessary elements that will clutter up the design. Anything that isn't essential is eliminated. This approach brings the viewer's eye to the important elements of the design, because there are no distractions. Some may consider this style to be overly simplistic or lacking a 'flavour' of design.

Mi enfoque se basa en construir ecosistemas de marca coherentes y dinámicos. Combino diseño minimalista, storytelling estratégico y tecnologías emergentes para crear marcas que perduren en el tiempo. Los retos que enfrentamos como diseñadores son emocionantes, ya que nos permiten innovar y crear soluciones creativas que resuenen con las audiencias modernas.

Key brand messaging is important. To help build a brand voice that’s authentic to the company I reflect on a company’s mission statement and use that as the framework to build on.

Modern brands are built on authenticity. It reflects values, beliefs and stories and creates a connection with audiences. Authenticity builds trust and loyalty and helps turn customers into enthusiastic followers. However, it is important that words and actions are consistent. Brands must express their purpose honestly and consistently and avoid admonishing. True authenticity is not just statements, but genuine actions that strengthen the connection with people.

L'authenticité est essentielle dans la création de marque aujourd'hui, mais elle ne peut être fabriquée. Il s'agit d'incarner ses valeurs à travers chaque étape. La clé réside dans la cohérence entre le discours et les actions. Les clients ne recherchent pas simplement un produit, mais une histoire et une démarche sincère. Le défi est de rester fidèle à cette vision tout en évoluant avec les attentes du marché. C'est une construction de confiance à long terme, bien au-delà des tendances éphémères.

Je travaille dans le domaine de l'art et ce que je peux en dire c'est que notre secteur d'activité devrait être un model pour tous les autres :-) Chez nous travailler l'authenticité est essentiel et mène à de vrais projets réalisés par le cœur et non par les besoins du marketing... La "rentabilité" est plus difficile à obtenir quand on travaille l'authenticité mais elle perdure bien plus longtemps !

Brands are shifting toward flexible, responsive logos that adjust seamlessly to various platforms, from websites to social media to print materials

Flexibility is an important trend in brand design. In an ever-changing market, it is important to create a brand that can adapt to new needs and preferences. This helps to stay relevant and competitive. However, in doing so, it is important not to lose individuality. How do you maintain a balance between change and stability so as not to dilute brand value? The answer is simple. Flexibility must be thoughtful and adaptation must be deliberate. Test changes, measure their impact, but always maintain brand integrity.

O desafio está em equilibrar a incorporação de novos elementos com a manutenção da coerência e dos valores centrais da marca, garantindo que cada adaptação fortaleça, em vez de diluir, a conexão emocional com o público. A chave para esse equilíbrio está em usar as tendências como ferramentas de inovação, sem comprometer a estabilidade e a singularidade que fazem a marca se destacar.

Establecer los pilares de comunicación al igual que un arquetipo de marca, genera la consistencia de la marca. Si sabemos que desde nuestro manual de marca que tipo de conversaciones establece mi marca, cómo se comunica y cómo interactúa con la audiencia, podemos adaptarnos a los diferentes contextos sin perder nuestro norte.

A marca assim como o produto precisa ser flexível porque elas precisam servir ao consumidor. Produtos são criados para satisfazer os desejos e necessidades dos consumidores, para isso, em muitos momentos essa flexibilidade precisa ser clara para a marca cada vez mais se solidificar e atingir o seu público.

A brand that tries to be everything risks standing for nothing. Adaptability is key, but without a strong foundation, it’s just aimless change. How do you evolve your brand without losing the core identity that makes it recognizable?

Diversity in branding isn’t about checking boxes—it’s about truly understanding and respecting the audiences you serve. Get it wrong, and it’s just performative marketing. How do you ensure your brand’s approach to diversity feels authentic and not just trend-driven?

In today’s brand design landscape, chaos isn’t a challenge—it’s the playground. We’re moving beyond static visuals to create multi-sensory projects where sight, sound, and even touch converge. Brands are becoming living, breathing experiences, constantly evolving and adapting. My approach? I harness this creative chaos, turning it into a catalyst for innovation. By orchestrating unexpected sensory collisions, I craft brand stories that don’t just resonate—they immerse, leaving a lasting imprint in the minds (and senses) of audiences.

O design de branding está em constante evolução, impulsionado por tendências como a personalização, o design responsivo para múltiplas plataformas e a sustentabilidade. A identidade visual das marcas precisa ser versátil e autêntica, conectando-se emocionalmente com o público. O desafio está em equilibrar inovação e consistência, garantindo que a marca se adapte sem perder sua essência. Para isso, é essencial acompanhar as mudanças tecnológicas, compreender o comportamento do consumidor e integrar valores como inclusão e responsabilidade social ao design. Adaptar-se significa testar, aprender e evoluir continuamente.