January 2023 is just around the corner. It is time to discuss the most curious trends that will be popular in the next twelve months.
In this article, we have collected 9 graphic design trends that will be relevant for the next year, at least according to the creative agency Moloko.
1. Emphasis on fonts
The usage of fonts to maintain brand identity was relevant in 2022, and we are sure the trend will remain valid in 2023.
The popularity of the use of typography in graphic design is easily explained: fonts perfectly convey the character and mood of brands, while not pushing the design of corporate identity beyond the popular concept of minimalism today.
An excellent example of using typography as the basis of identity is the corporate identity of the La Labia brand from the MABA studio. In addition to typography, an interesting graphic element was used — a pig’s tail, which was embedded in various communication images.
It is impossible not to tell you about the project of our creative agency. We are talking about the logo for the information portal “Afisha». To implement the idea, we took 5 fonts and combined them to emphasize the very essence of the Afisha: it is unique, and for everyone it’s own. Different fonts — from classics to modernity — formed the basis of the logo. If necessary, they can be used as elements of corporate identity.
Another luxurious example is the work of Stamp Works for Volta. The fonts on the pasta packaging perfectly convey the main idea. Everything is obvious and understandable to a wide audience.
2. Custom fonts
We are sure that the demand for unique (or custom) fonts will only grow in 2023. Regardless of what font is used for logos or corporate identity elements.
More than that, ambitious brands may need to develop their font, which can be used for both web media and offline space. But why is it necessary? We answer.
- Firstly, it is aesthetically pleasing and convenient. Many fonts look great in a web environment but lose their appeal on banners in the city. The font created for specific tasks is easily scaled to online and offline media and always retains readability. The result is that the brand looks solid and organic on all platforms.
- Secondly, if you are planning large-scale advertising campaigns, including in foreign markets, the use of a commercial font can significantly increase the burden on the budget. Even though creating a font is expensive and time-consuming, for individual brands it is a real way to save money.
- Thirdly, as the spring of 2022 showed, the use of any commercial font can be… banned. And this involves several difficulties: from finding available fonts for company documents/web media, etc. to the complete processing of corporate identity elements.
The demand for custom fonts will grow in 2023.
A wonderful example of using a custom font is the rebranding of Big C Charters. The font creators were inspired by the open sea, fishing, and, of course, Big C. The height of the headset is due to a clever idea: on fishing, size matters, doesn’t it?
3. Combinations of different styles
While some designers insist on using only one style when working out the identity, others suggest emphasizing brand uniqueness through various combinations of styles.
Both are right. If you use too many techniques, fonts, and styles when working out your identity, it will be difficult for people to form a solid image of your brand. This is a drawback.
However, some designers manage to elegantly and harmoniously emphasize positioning and convey an extensive message by combining different styles that do not seem to be combined at first glance. This is an advantage.
A striking example of a successful combination is the packaging concept in the framework of the annual competition for the Rijksmuseum, an art museum in Amsterdam. On the pack of cookies, you can see images from classic paintings with unusual emotions. A creative headset combined with bright color accents complements the idea of packaging and helps to convey the right mood. The result is a combination of different styles that attracts attention and works great for memorability.
4. Using neural networks to create identity elements
Using the capabilities of artificial intelligence to generate elements of corporate identity is interesting, surprising, and … not new. Neural networks have already established themselves in the design market. For example, the works of AI Nikolay Ironov from Artemy Lebedev studio today decorate the products and spaces of bloggers, lawyers, and politicians, as well as cafes, schools, beauty salons, etc.
The main advantages of using neural networks are the speed of work, a truly unique design that is not tied to fashion and trends, an infinite number of ready-made ideas, and, importantly, prices for services. They are significantly lower than those offered by design studios.
The number of neural networks for creating illustrations and corporate identity elements is steadily growing; some of them are working in demo mode today and do not require a fee for use.
So, it’s time to try!
5. Ideological minimalism
Minimalism was a trend in 2022 and, we are sure, will remain relevant in 2023, but with a slight difference: for a minimalistic design to look modern and captivating, it should be based on a cool and deep idea.
So, for instance, Superunion used the imprint of a tree cut from the theater to create a visual identity in the form of a 20-sided letter «O». The imprint formed the basis of the logo, was decomposed into elements of corporate identity and, interestingly, embodies the round stage of the theater. This is certainly an amazing idea, and minimalism only plays into the hands here: negative space enhances the design and does not attract attention.
Minimalism is one of the main trends of 2023. Here you can find out if it is possible to work out a stylish minimalistic design for your brand.
Your designer will have to tinker to make the asymmetrical design look harmonious, but it’s worth it – believe us. The asymmetry helps to create a sense of movement, even if the design is static. It complicates the composition, makes the observer strain his eyes and mind a little, and activates his nervous system. But, at the same time, it makes it possible to embody truly creative ideas in the corporate style.
The asymmetrical design is great for a brand associated with excitement, activity, and any form of movement.
An excellent and always relevant example of the use of asymmetry is the logos of companies offering sportswear, shoes, and equipment, such as Nike, Adidas, Reebok, etc.
Today we can predict the demand for asymmetric design in 2023. But be careful: asymmetry is not suitable for every brand.
Is the logo asymmetrical or symmetrical? What to choose? Ask the specialists of our agency.
7. Technological effectiveness (kinetic identity)
Today, technology allows brands to demonstrate identity not only through static design. The abundance of technological media, from web resources to transparent LED screens, from flexible LED screens to dynamic illumination of buildings, poses a difficult task for companies: now it is needed to develop elements of corporate identity. To stand out, they will have to be set in motion.
An interesting example of the use of high technologies in branding is the generative identity of Kulturhuset (House of Culture in Bergen). Corporate identity sets the mood for any event, adapting to the music that sounds around.
8. Hand-drawn illustrations in combination with flat graphics
Another current trend in 2023 is the combination of hand-drawn illustrations and flat graphics.
Combining various materials, techniques, and computer graphics allow you to create truly unique and, at the same time, memorable visual images.
A notable example of this combination is the GDC Annual Report for 2010. Watercolor makes the design more simple and human, softening it. So it becomes more interesting for a simple observer.
9. Identity, which is based on the date
Seasonality and holidays/special dates can be used in the identity to attract attention to your brand, increase audience loyalty and, of course, increase sales.
When we talk about “festive” branding, the polar bears from Coca-Cola come to mind first, of course.
Minor changes in the elements of corporate identity or logo do not affect brand awareness while highlighting it on the shelf and encouraging the consumer to buy. Seasonal or festive label design creates the effect of product limitation, which always has a positive effect on sales.
When choosing favor of a particular trend, remember: any fashion trends are insidious. Some of them remain relevant for several years, such as minimalism, while others lose popularity and even become anti-brands, discrediting the brand carrier.
While working out the corporate identity, instead of choosing in favor of any trend, spend your strength and resources on finding an idea that will form the basis of positioning and, of course, design. If the trends are temporary, a creative, deep idea is permanent.
The creators of our agency can find outstanding ideas that help solve business problems. Need such an idea? Here you can get a free consultation from our specialists.