Branding Trends to Know for 2020
Every year, brand experts look back at how design, content, and overall messaging has evolved, changed, and transformed. New strategies are shared. Best practices are developed. And emerging trends come into the light.
This year, we entered into a new decade, and it’s a good time for every brand to take the time to enhance their look and feel.
Peruse these 2020 branding trends and consider what, if anything, you can take to heart to continue to improve your branding.
Image courtesy of MyFonts.com
Move over, Helvetica
The 2010s widely celebrated the minimalist geometric sans serif fonts like Liber and Nova; these types of fonts became the start-up industry’s typography style of choice. Some say this new decade, however, will bring font minimalism to a close. Enter didones—fonts with heavyweight and contrasts that suggest a nostalgia for a more luxurious, indulgent era. Some didones that have caught our eye are Caslon Graphique and Couturier. These fonts have an air of elegance and warmth, without feeling stuffy or contrived.
Want to learn more about how to pair fonts together?
Takeaway: Try capturing your audience's attention by using a didone font in your headlines for marketing materials, social media, and even your website.
P.S. If you feel that your brand typography is outdated or hasn't been updated in a while, reach out to us. We’ll give you a free brand evaluation and then to see how a brand refresh could give your brand the attention it deserves!
Must be Mobile
We’ve said this before, but being mobile-friendly isn’t an option anymore. In 2020, almost 4.5 billion people use the internet, and a large majority of them access it via a mobile device. What we’re seeing this year is a trend that prioritizes easy-to-digest content. When branding for mobile, strive for shorter subject lines, less text, and include large CTA buttons (but not so big that they take up the entire mobile screen).
Keep in mind: Assess your current online content. Look at your website, blog, and email marketing. Where can you simplify without losing the core of your message? Think intentionally, and be as strategic as possible in your culling.
Keep it Real
“People need brands that they know are backed with human intent more than ever in a world awash with a lack of trust, digital fakery, automated spam, monopolies, and gamified hype.”—brandstrategyinsider.com
Even though nearly 2 billion people purchase products online, people still want to buy from people; faceless brands don’t see as much success as humanized brands. It’s estimated that by 2021, we’ll see a growth of up to $4.8 trillion in e-commerce. So how can your brand get in on that action?
The key here is to never lose your brand’s humanity. What I mean here is to remember that your brand is made up of people, not things or technology. People had the inspiration for your brand. People drive your brand vision forward. And people give you money in exchange for what you provide. People help your brand thrive.
And those people? They want to know about the people behind the logo. Establishing connection will help inspire trust, build loyalty, and maintain customer retention.
Try: How can your brand prioritize human connection? Can you share more about your process? What about behind-the-scenes stories? Could you highlight some of your team members’ inspiration? How can you show appreciation for your customers? Share honest stories about a time your brand tried something and failed—and the lessons learned from the experience.
It isn’t all about Affordability
Unlike the populations of decades past, consumers in 2020 actually care more about superior customer service and quality experience rather than getting a great deal. Many consumers are willing to pay more for their goods if they feel appreciated.
Consider: How can you streamline your customer experience to make it smoother and more efficient? How can your brand infuse more enjoyable elements into your customer engagements?
Patagonia uses their brand voice to fight climate change.
Don’t Be Afraid to Stand for Something
A recent 2019 report about social responsibility found that 70% of consumers care about how brands are working to address social and environmental issues, and almost 50% of consumers say this impacts their decision on whether or not to buy from a brand. This drive to support socially responsible brands is even more significant to millennial consumers. As the 20s begin and we’re faced with the most alarming and devastating climate crisis in human history, social responsibility is more than a trend—it’s a necessity.
Try: Measure your brand’s carbon footprint. Share your findings with your audience, and invite them to help hold you accountable as you continue to make strides to reduce your footprint. Do your current brand values and vision support your sustainability goals?
This Vaseline ad is a nice use of a monochromatic color scheme. Spotify uses bold typography to grab the reader’s attention. Oscar is known for its illustrative style as the core of its brand.
Design, Design, Design
This year, we’re seeing monochrome color palettes that lend a more concentrated, rather than complicated, aesthetic. They can be simple yet sophisticated. Sleek, but quirky. It’s a trend with flexibility. We’re also seeing more typography-based designs, with typography as the main focal point in a visual brand. Animation and illustration are popping up more and more this year, as users expect a more interactive, eye-catching message from brands. For some brands that can invest in it, branded illustration is becoming more prominent than brand photography.
What you can do: Work with a designer to update your color palette and/or typography. Small tweaks to your color palette can make a big difference in how people perceive your brand. Add additional brand assets like iconography to help your reader better understand your message. Iconography engages the reader more by providing a visual aid to accompany the text.
Share Branded Visual Content...People Love It
Branded visual content is literally eye-catching. In a digital world where it’s estimated that the average internet user sees around 5,000 ads a day, it’s crucial that any content your brand shares is interesting, informative, and branded for easy recognition. GIFs, charts, infographics, videos, slide decks, and other visual content are more likely to be noticed than a traditional advertisement.
Try it out: Start branding any visual content you produce and share. Add your logo or submark to your Youtube videos; incorporate your branding colors and typography to any visuals you produce; make a list of your most commonly asked questions and create an infographic for each one.
Offline is Powerful in its Own Way
Online is a noisy place, and many brands are looking to diversify their messaging routes to better stand out. Offline branding includes more conventional forms of advertisements like billboards, radio spots, and direct mail postcards. Interestingly enough, the marketing pendulum has swung away from traditional print marketing to digital and then back towards print again. As fewer brands invest in print marketing and advertising, there is more opportunity for brands to connect with their audience via snail mail. Print likely won’t ever take its position back from digital, but it still has its uses. A branded postcard, rack card, or flyer is tangible, and nothing can ever really replace an in-person experience. Offline branding can be fun, too. Think of the power of audio logos. If you’ve ever watched Netflix or HBO, you know the audio cue and the Pavlovian effect it has on a viewer.
Takeaway: Think about your target audience—how can you connect with them offline? Be creative. The other day, I received a branded postcard in the mail with a beautiful watercolor of the phases of the moon for 2020. It’s from a local wilderness therapy organization. Instead of just tossing that card in the recycling bin, I stuck it on my moodboard on my office wall. Now, I look at it every day and think about that brand. It’s meaningful, informative, and inspiring all at once. What kind of on-brand print (or even audio) experiences can you create for your customers?
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