It’s the time of year when annual trend forecasts are published and magazines are full of news on what colours and shapes are ‘in’ and what will dictate 2016’s ‘style’.
This year Pantone have selected two ‘colours of the year’: Rose Quartz and Serenity. According to Pantone’s Executive Director, Leatrice Eiseman: “These colours demonstrate an inherent balance between a warmer embracing rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace.”
What does this mean to us, as branding and communications specialists, in our day to day marketing and design decisions? Probably not a lot in all honesty. Identity and communication design needs to reflect, enhance and communicate a brand and its values on a longer term basis.
Fast changing trends are essential in fashion, an industry built around seasonal, short term collections fuelling our desire to update our wardrobes every few months, but it’s no accident that most fashion brands’ corporate identities are black and white or neutral, giving them the flexibility to work with and sit above each season’s changing trends. Brands like Chanel, Burberry, YSL, Gucci and Fred Perry, are iconic and have changed very little, if at all, in the past 20+ years, maintaining consistent, well managed and instantly recognisable brand identities.
A brand identity is not a short term investment and, as such, should not be subject to seasonal whims and fancies. Longer term trends do occur and brand identities can become tired and outdated and in need of a revamp, but this should be after years not months.
The key to a successful and long lasting corporate identity is to get the brief right and find a design partner you feel is right for you (see our blog ‘Choosing the right design partner’).
Ensure you end up with an identity that accurately reflects your brand values and personality. Be ambitious and look to the future. Think about where you want the organisation to be in five years and aim for an identity that reflects that vision. Don’t be swayed by this season’s style ‘must haves’. Don’t end up with a logo that’s ‘so last season’ in 12 months time.