We’re a nation obsessed with food, who have grown up to become a nation obsessed with ingredients. Lurpak were a brand who recognised this and transformed themselves from just another fat, into the ingredient for adventurous chefs. As we become more conscious about where our food comes from many products have sought to revamp their visual identity and packaging to combat negative perceptions and give them a fresher look.

Scarred by crisis and corruption, banks and other financial institutions have used brand design, tonality and language as weapons to rebuild customer trust. Following their split from TSB, Lloyds worked with Rufus Leonard to reposition themselves as a bank with real heritage. This resulted in an entire refresh of their brand, including a new logo, typeface and clarity on colours. The new identity was adapted across all touchpoints including bank fascias and in-store literature. The rebrand was a key factor in the £1bn turn-around.

Companies growing out of the new digital economy have used visual identity to reflect their values and lure customers away from established brands. Airbnb used their new identity to help build confidence in its service and appeal to new audiences. A special website encourages users to play with the design of the ‘Bélo’ logo, reinforcing the collaborative nature of the brand and it’s Belong Anywhere ethos. New technological discoveries and cultural trends mean brands are forever evolving their products and services.

As we see more branding agencies being retained by clients, visual identity will become a gradual evolutionary process, whilst still regaining a clear sense of identity.

Read on for examples…