To stand out or blend in: The modern branding condition

Many have accused modern design of homogenisation, with today’s brands and rebrands often looking remarkably similar. This pattern isn’t just by chance; it’s driven by a mix of design trends and the pressures of the digital era.

Is this trend necessarily a bad thing, or is it just where design is in 2024?

Function has always dictated form, and perhaps designing for a digital and global market is still too new for brands to fully explore and express their unique identities. At Branded by Berkeley, we certainly aspire to bring a uniqueness and recognisable personality to every identity we design, while considering all modern commercial and practical implications.

As brands continue to navigate this landscape, the balance between functionality and distinctiveness will evolve, leading to new ways of standing out while still meeting the demands of a digital-first world. Whether this shift is a loss of creativity or simply the next step in design’s evolution is something we’ll continue to see unfold.