The Biggest Brand Trends to Watch in 2021

This post originally appeared on discoursive.blog and was written by Rory McKinnon and Joseph Smith

Looking ahead to 2021, we are excited to see how brands interpret the events that unfold throughout the year. The real test of a brand’s values comes not when things are bright and rosy, but when they go through difficulty. This year brings an opportunity for companies to deliver a positive message, help people feel optimistic, and give customers something to get enthusiastic about.

We have been paying close attention to the industry over the last year, keeping an eye on the patterns that occur across different industries and various markets. A few years ago, many of the famous fashion houses rebranded to plain, bold, typeface. Recently, we published a Brand Spotlight on the automotive industry which highlighted how car manufacturers are moving in a similar direction toward more minimalist “flat” logos and wordmarks. This year, we have compiled a handful of trends to watch out for in 2021.

1. Retro Revivals

Burger King kicked off 2021 with the release of a complete rebrand by creative agency Jones Knowles Ritchie. Burger King’s new typeface and logo has 60’s inspired vibes with bold, rounded lettering and curvy accents. The new visual identity system makes the entire brand far more amenable to digital applications, with the colour palette conjuring up images of sunsets and beaches. Additionally, the brand is complimented with an entirely new illustration toolkit which was developed by Spanish duo Cachete Jack. Its organic, hand-drawn style lends itself nicely to the retro vibe that is now a driver throughout the brand. Lastly, let’s not forget the packaging overhaul that is an amalgamation of all the new elements of the brand. Not only does it look slick and refreshing — it also unifies each and every Burger King offering.

Companies that have a rich history in the public eye may look to follow Burger King’s lead and make a rebranded callback to their past. Think brands like Coca-Cola, General Electric, and Ford. A retro revival presents an interesting opportunity to show off a company’s historical relevance and invaluable equity while positioning it with a fresh look for the future — a nuanced challenge for any creative agency that takes on such work.

2. Eco-Trendy

Environmental consciousness will expand and sustainable commitments will be used as a source of differentiation.

Environmental consciousness is no longer just a niche concern. Globally, consumers are becoming increasingly aware of climate change and its impacts on our planet. The younger generations are more likely to choose products that do less harm to the environment. As a result, the demand for sustainable, climate-caring companies is growing.

In 2021 and beyond, we expect to see companies of all sizes cater to these shifting generational demands by establishing commitments to operate using only renewable energy, manufacture with sustainable & ethical materials, achieve carbon neutrality, reduce their use of plastics (Paboco — Brand Spotlight), or any other form of eco-friendly initiative.

We may begin to see brands use it to differentiate themselves from the competition. Companies with sustainable commitments may be able to charge a premium for their products and services that elevates the status of the brand. Consumers can do good and feel good about their purchase, and may be more motivated to share their consumption on social media, giving sustainable brands excellent free publicity.

3. Minimalism

Expect more essentialist rebrands.

One of the biggest (and easiest to spot) patterns of 2020 was the widespread adoption of minimalism. Creative agencies over the world were enlisted to “re-imagine” the brands of well-established companies such as BMW, Rolls-Royce, TripAdvisor, and more. Brands with multi-coloured logos became monotone or duotone, and “unnecessary” visual elements were removed to create a simplified, streamlined look. The new identities are much more sleek and contemporary, and lend themselves to be flexible across various digital applications that have become important requirements in today’s digitally driven society.

This year, we think this trend is highly likely to continue. Brands with superfluous design elements and excessive colour will be stripped back to the essentials and positioned with sharp, crisp typeface in one bold, signature colour. It’s a trend that we at discoursive love, being minimalist enthusiasts ourselves, and will be on the lookout for the next brands to join this trend.

4. Sophisticated Silliness

Quirky, yet classy.

Self-admittedly a long-shot prediction, we think that the success of brands like Sipsmith Gin from the U.K. will catch on and become more widespread. bigfish, the creative agency behind the Sipsmith brand, did a wonderful job of establishing the persona of the cartoon swan — taking it from the label to the television screen. The anthropomorphised swan is designed to create an impression of upper-class sophistication while simultaneously cementing Sipsmith as a company that is humorous, quirky, and clearly doesn’t take itself too seriously (with a swan as its spokesperson). This balancing act is pulled off masterfully, and creates an endearing effect on the customer.

It is a tall task, but in 2021, if brands can pull off the delicate dance of sophisticated silliness, we will be excited to see how it is approached and executed — and we’ll be sure to report back!

5. Authenticity

Actions speak louder than words.

Call us optimists, but a trend we expect — and indeed hope — to see this year is the notion of authenticity. It’s difficult to put a finger on the precise definition for authenticity in a brand, but we can certainly agree that we know it when we see it. Patagonia, Lego and IKEA come to mind. Authenticity is a value that far too many brands persistently neglect. We are all too aware of the hollow claims that some brands made last year, claiming to take a stand with mere words, but not actually following it through with the much-needed action.

2021 will be an important year for brands to cement their place in the hearts of weary and apprehensive consumers. As we emerge on the other side of the coronavirus pandemic, consumers will be looking to brands that not only represent strong values, but also act on their claims and make a real impact in the world. We hope to see more brands take a stand. We hope to see more companies thinking beyond just profit. And we hope to see brands commit to making a change locally, or globally. It can even begin with something simple like using more natural design principles across brand collateral and marketing communications. Small steps can lead to big change. We are looking forward to seeing more authenticity in brands in 2021.

What do you think?

These are four of our predictions for brand trends to keep an eye on in 2021, and we’d love to hear your thoughts, too. Leave a comment below to join the discussion.

• What brand trends do you think we’ll see in 2021?
• Which of the trends from the five above is least likely to take off?
• How do you feel about any of these trends? Do they inspire or disgust?

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