Branding today struggles with many brands lacking authenticity and falling into imitation. This phenomenon, termed 'blanding,' has roots in technological shifts that favored simpler designs. While the pandemic prompted a move toward more expressive brand identities, many still adhere to an overwhelming sameness in design. Despite some brands taking bold steps in rebranding, there remains a tendency to follow similar trends and references, often losing sight of their unique identity that truly reflects who they are.
A lot of people are embarking on brand identities without really just getting to the true essence of what the brand is. I see a lot of imitators out there.
Post pandemic, brands have got much more expressive, which is very exciting, but that doesn't mean they all got expressive, and should all use bright colors and quirky typefaces and all look the same.
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