Trends can be fun, wonderful things. Think of all the things we buy (or do) each year to feel “up to date”
- those designer-name purses;
- that new-found love of turntables;
- and yes, the manbun.
While those are all fun as far as fashion goes, trends happen in every industry, and design and branding are not immune. But I have to say that I’m very leery of having a very “trendy” brand image designed. Let me give you 2 reasons.
1) The font bandwagon
For the past 2 years or so, everyone has fallen in love with a very specific font-a friendly, easy-flowing script. This is particularly true for online visuals. And it’s hard to resist it: it’s a beautiful, flowing script that’s really easy on the eyes. A couple of years before THAT, a font called Lobster took over the Internet. Now everyone just makes fun of it.
And a few years before THAT everyone, from shopping malls to churches used a beautiful script called Zapfino. Until they realized it was really hard to read from a distance.
The problem with trendy fonts is that in a couple of years another font will take their place…and if you’ve used that font in your logo, will you be changing your logo to reflect the new trendy font? Because that kind of exercise will
a) get expensive
b) make it difficult to remember you.
2) The “colour of the year” bandwagon
For a while now industry experts have been publishing the “upcoming trends” for the following year, and specifically, the colour that will apparently be the next year’s “hot colour.” To the left is 2016’s colours of the year.
The latest favourite colour is still “rose gold” particularly for online businesses.
By themselves these colours are fine-and clearly people love them. But what I question is their appropiateness for every business. Clearly colours like Rose Gold, Serenity and Rose Quartz work for the wedding industry, or businesses where the target audience is predominantly female. But if you’re a criminal lawyer who happens to love Rose Quartz-is that really the best choice for your brand image? It doesn’t exactly say “lawyer” or convey much credibility in that specific instance.
Before you fall in love with that new visual design trend, think carefully.
You might love rose gold with all your heart, but is it a colour that’s really appropriate for your business?
Take a cold hard look at that fancy font and weigh carefully whether it is, in fact, a font that will represent your business accurately over the years.
And if you really love, love, LOVE that trendy font, ask yourself: does it really reflect the essence of your business, or does it suit your personality?
Your brand image is something that should weather the years, not something that will need an overhaul every 24 months.
Your brand image can be a hefty investment, so use your dollars wisely and invest in something that will really go the distance while accurately representing you.
If you’re confused about your visual brand and need some guidance, let’s have a chat. I’ll be happy to help you figure out how to design your brand image.