Top 5 branding trends of 2023

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The branding trends of 2023 truly reflect the way we respond to our times. After a few years of madness and growing dissatisfaction with the actions (and inactions) of brands, consumers are demanding authenticity, transparency and honesty from the brands they interact with.

1. Celebrating an era

This trend involves creating a brand that takes consumers back to another time in history. It can be as recent as the 2000s or as distant as the glamour of the 1920s.

This trend makes an immediate connection with consumers by drawing on a past they already understand, such as the use of a thick, curved font from the 1970s or a cheerful colour palette from the 1990s. And in a world where everything seems increasingly divided, is it any wonder that we seek comfort in the simplicity and familiarity of bygone eras.

2. Exacerbated branding

Exaggerated branding uses visual imagery and colour to attract attention and captivate the senses. This trend often uses bright colours, bold and distorted fonts, and striking icons or logos. Visually, these brands give the impression of having a lot to say through the use of patterns, scattered illustrations and maximum space.

In addition to attracting attention, these brands leave the audience feeling happy with the playful energy and bright colours of their designs. They offer a memorable and positive experience.

3. Replace letters with icons

When a logo and brand name are just text, replacing a character with an icon or illustration can be a fun way to inject some personality and style into your branding. After all, it's the first thing consumers see that really captures the whole of your brand: its tone, style, appearance and your product.

This quirky branding style refers to your business in a unique way and helps you stand out. And the added icon is a visual cue that helps consumers quickly understand what you do. In a world of increasingly short attention spans, the faster a brand can grab our attention and understanding, the better.

4. Mission-oriented branding

Most brands now understand that it is not enough to say they care about this or that cause. They have to prove it by making an impact. It doesn't have to be so overt anymore. This is a sentiment we saw last year, when green brands started to drop the 'green' look and instead many defined their brand in a different way while staying true to their values. In 2023, we expect this to continue and move towards mission-driven branding.

Liquid Death's mission is to get people to drink more water and stop plastic pollution. The brand puts its mission front and centre without resorting to a giant "we're green" sign. Design via Liquid Death.

We see brands breaking free from narrow ideas of what a mission-driven brand should be, and embracing mission as an integral part of their branding. Consumers no longer want to see brands reacting when this or that cause becomes popular. They want to see these values embedded in the brand.

5. Humanize the brand personality with a mascot

In 2023, we are seeing an increase in the number of mascots being placed at the centre of branding. Rather than just being a nice design touch for a logo, these mascots bring a strong personality and use human characteristics.

Ready for the top branding trends of 2023?

The branding trends of 2023 reflect what consumers want and need in times of uncertainty and challenge. Exacerbated, striking and fun branding offers ways to engage with strong visuals. Mission-driven branding, humanising the brand personality and humour creates connections.

It's important to pay attention to the branding trends of 2023, as they tell us what the public is looking for and how brands can satisfy them. The key takeaway this year is that consumers are looking for brands that are close to their audience, that engage with them in a way that is unmistakably authentic. When done right, these brands can deliver an extraordinary experience, filled with joy, laughter and connection, that will not soon be forgotten.

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