7 Brand Identity Design Trends to Watch in 2025
Design in 2024 has been dominated by discussions around Generative AI, and its potential to entirely disrupt the creative world as we know it.
As a result, many of the brand identity design trends we’re observing seem to be evolving toward more individualized, emotive, and authentic design choices, even though design agencies are increasingly leveraging AI to enhance personalization and creativity.
Read on to find our 7 Top Brand Identity Trends to watch out for in 2025!
01. Meaningful Simplification
The trend towards clean, minimalist brand identities has been strong over the past decade, and won’t see it going away any time soon. While there is some backlash to this trend, many brands will stick to simplicity in their logos, typography, and overall visual elements. Expect elegant linework, thoughtfully crafted iconography, and refined typography, all surrounded by ample white space.
02. Custom Typography
A key feature of building a brand is differentiation – and having a unique typeface is an increasingly popular way to stand out from the crowd. When brands use a custom typeface as a dominating feature of their brand, it makes a clear and bold statement of intent. And when it comes to product design, oversized lettering, and creative text layering can help even unknown brands stand out on the shelf.
Example – Swirl: This small Canadian vegan ice cream maker Swirl punches far above its weight with a curvaceous signature-style logomark that dominates its packaging. Inspired by streetwear brands, these choices elevated Swirl from the natural associations of its vegan products with the health food aisle at the store.
03. Bright Colors that POP
Brands aiming to project a feeling of premium quality onto their products or services often tend towards monochromatic color schemes, most notably Apple’s unmistakable black, white, and silver. But a trend we are seeing with challenger brands takes this in a new direction – adding a brash and attention-grabbing splash of color to the mix.
Example – RobinHood: The famous stock trading and investing app has pared back its brand almost entirely while incorporating pops of a bold and unique yellow-green color – Robin Neon. This ‘less is more’ approach takes some inspiration from the simplification trend and aims to project a more sophisticated appearance to attract serious investors.
04. Retro Futuristic Aesthetics
Sometimes, looking back is the best way to move forward. Brands are tapping into nostalgia by reviving vintage design elements while fusing them with futuristic design elements. Retro fonts, color palettes, and imagery can evoke positive emotions and create a sense of familiarity – especially with known brands that already have a strong and positive brand equity.
Example – Burger King: This rebrand brought back elements from Burger King’s 1969 logo, giving it a retro yet modern feel. With a new custom ‘Flame’ font and a pared-back color scheme, this well-received rebrand conveyed the company’s ‘back to basics’ approach in response to years of decline. According to Fernando Machado, the CMO of Burger King, the rebranding “feels like the way Burger King should be.”
05. Dynamic & Personalized Experiences
As social media platforms continue to drown in the wave of Generative AI, consumers are increasingly drawn to brands that feel genuine and relatable. According to Forbes, “90% of consumers view authenticity as essential to brand loyalty, preferring brands that are “real and organic” over those that are “perfect and well-packaged”.
Example – Spotify: while not a full rebrand, Spotify tweaked its font and palette in 2024, with the biggest change being the switch to a ‘remixed’ typeface ‘Spotify Mix’. Reflecting the individual experience of users, the typeface remixes various fonts in order to “mirror the vibrancy of our community and the content on (their) platform.”
06. Sustainability Inspired Designs
Consumers are increasingly making purchasing decisions based on a brand’s environmental values, leading brands to incorporate sustainability themes into their visual identity through imagery, color palettes, and messaging.
Example – Grove Collaborative: The Californian home and personal care retailer recently rebranded its product range and visual identity as part of its drive to help consumers ‘Go Beyond Plastic’. Central to this is the incorporation of illustrations and recyclable brushed aluminum.
07. Hand-Drawn Illustrations
After the rise and merciful fall of the much-maligned “Corporate Memphis” blob people popularized by Facebook, hand-drawn illustrations are giving a welcome human touch and a sense of authenticity. This trend aligns with the growing desire for personalized, unique brand experiences discussed above.
Example – Beavertown Brewery: Drawing on the world of underground comic books and 60’s sci-fi, the Tottenham-based beermakers were pioneers of this trend. Embracing a chaotic feel, Beaverton’s unmistakable labeling stands out against other, blander beer brands on the shelf.
The trends we are seeing indicate a move towards hyper-personalization – both among brands themselves, and in how they are interacting with consumers. Unique color schemes, fonts, eco-conscious, and personalized experiences show a pattern of brands aiming to connect with the individual tastes and values of their audiences.
