Branding in 2023 – What Did We See?

With growing use of generative artificial intelligence (AI), many thought that 2023 wouldn’t bring many interesting developments in the world of marketing and branding. How wrong they were!

From the sheer domination of Barbenheimer to the NFL having realised the power of being a Swiftie, creativity and strong brand identities flourished in 2023.

We saw phenomenally executed tear-jerking campaigns with an important message – even those who aren’t football fans likely saw the Norwich FC and Samaritans advertisement to mark World Mental Health Day. But equally, we saw brands having fun with their marketing and positioning – think a room full of caterpillar cakes, interrupted by the rival caterpillar cake.

Navigating overstimulated, minimalistic, and iconic branding

What branding trends did we see that grasped our attention and supported strong brand communication? Let’s take a peek into three trends that stood out for us, shaping the year’s visual narratives.

Overstimulated branding

Picture this – each headline is more chaotic than the last. Overstimulated branding emerged as a playful visual, shouting for attention through vibrant colours, bold fonts, and eye-catching visuals. Packed with playful energy and vivid colours, these designs etched a lasting positive impression.

Some companies bolstered big and bold out of home (OOH) advertising to secure these chaotic headlines, from Jacquemus driving giant handbags through the romantic streets of Paris, to GirlvsCancer and BBH’s taboo-busting campaign, ‘Cancer won’t be the last thing that f*cks me.’

We found that some campaigns took this one step further, using the power of AI to elevate overstimulated branding. Springing straight to mind is Maybelline’s tube station ‘Sky High Mascara’ stunt, where a London tube carriage and double decker bus were both treated to a coat of the product – quickly becoming a viral video.

Less is more: the art of doing more with less

Contrary to the adage of minimalist design, 2023 embraced a branding trend that focused on making a significant impact with minimal elements. One or two colours and clear fonts conveyed messages with maximum expression and personality.

We couldn’t talk about minimalist design in branding without a nod to the iconic use of colour when marketing the film Barbie (2023). Social media was flooded with the nostalgic pale ‘Barbie’ pink, but that wasn’t all – OOH advertising got involved too. Barbie’s DreamHouse – a 60s dollhouse with a modern makeover – appeared in Malibu and sported all-pink everything.

The impact of colour on the brand identity of the Barbie film cannot be overstated. Even seeing that particular shade of pink evokes the phrase “Hi Barbie!”

Characterful logos: icons speak louder than words

Logos became more than symbols; they became a language, telling stories without using words.

Think of some of the most well-known brands – Apple, Google, Facebook, McDonald’s, and Nike, to name a few. What do they all have in common? Aside from a global audience, they all have a punchy logo, which resides in the minds of both consumers and non-consumers alike.

As we bid farewell to 2023, these trends leave an influence on how brands communicate, captivate, and connect. Each trend speaks to an ever-evolving design ethos, from the energy of overstimulated designs to the elegance of doing more with less and the fun of characterful logos.

The journey continues into 2024, where the design narrative promises to be as compelling and diverse as the stories it tells. If you want to elevate your brand to tell your story, get in touch to find out how Refined Marketing can help you evolve your brand.