Trends in Visual Identity Design 2007

In studying trends this year, we’re noticing the distinct absence of elements that emerged so pervasively over the course of the past several years. In the absence of any one dominant growth area, like the tech boom of the ‘90s that gave way to a plethora of arcs and ellipses, we’re not seeing an overabundance of any one type of graphic element.

As always, when we assess trends in visual identity design, we look beyond logos to all of the components that work together to create the visual expression of a brand. Below are our observations.

Typography
Sans serif type is still the font style of choice. But this year there seems to be a movement toward all uppercase letters (Delta, The Humane Society of the United States and Redfin). We are still seeing a lot of all lowercase letters, but it isn’t as extensive as it has been.

Additionally, new fonts are being used in unique ways. Finra, Dolce, Unum and Wacom each utilize distinctive fonts that are readable, contemporary and approachable. Typography has always been a powerful tool in the designer’s repertoire; it’s refreshing to see it being pushed in identity design.

Logo Components as Graphic Elements
Using parts of logos as graphic elements is nothing new, but we’re seeing more of it. The idea of moving away from the sanctity of the mark as an element not to be “tampered” with allows for more unique visual expression of the brand. Delta uses their new symbol on the tail of the airplane, while XM Radio is leveraging their ubiquitous arcs as a graphic element in ads and other communications. The effect? Increased brand prominence that breaks from convention.

Graphic Patterns
Beyond using components of the logo as a graphic element, we’re seeing the use of patterns in communications as a way to create a level of distinction that ties back to the overall brand identity system. The BP annual report and investor communications leverage a variety of patterns, all using the primary BP color palette. Nordstrom recently introduced their letterform pattern on gift cards, the back of business cards and tissue paper. The logo and corporate identity remain the same, but the overall brand identity is refreshed with the addition of the pattern element. And, Hyatt Place, the newest offering from Hyatt Hotels, leverages a pattern as their mark. Simple typography and design evokes a feeling decidedly more contemporary than the parent company.

Identity Systems
The identity system is more than just a logo. It’s the combination of all the elements of an identity that, when used consistently, build and strengthen brand recognition within an organization and across all audiences – locally, regionally and globally. The goal? A completely integrated brand experience.

An example is the Walker Art Center in Minneapolis, a Mecca of modern art. With the design of the new building signaling change, they took their identity system in an entirely different direction with the creation of a font made up of words and patterns, not just letters. Their goal was to develop a fluid system that had flexibility that could evolve with the organization.

Observing trends helps us stay fresh, inspired and open to new ideas. But the starting point for creating any new brand identity must begin with an inward journey. Only then can the visual identity accurately reflect the soul of the brand.