Where Do Trends Fit Into Your Overall Brand Expressions?
Trends are often tempting for brands. They offer a way to stay relevant, catch the wave of what's popular, and align with the current cultural moment. But here's the thing—trends are fleeting. They’re like water, or better yet, aerosol: they drift in and out, find the flattest ground, then evaporate or morph into something else. This fluidity makes trends powerful in the right context, but dangerous when applied indiscriminately to your brand’s core identity.
At Daake, our point of view is clear: logos should never attach themselves to a trend. Why? Because logos are the bedrock of a brand’s identity. They need to be timeless, enduring, and capable of withstanding the test of time—ideally, for perpetuity. The moment you allow your logo to chase a trend, you compromise its integrity. You risk creating something that will feel outdated as soon as the next wave of cultural change rolls in.
But where do trends fit in? The digital realm is the perfect playground for trends. Social media, websites, videos, and other digital expressions are designed for fluidity. These are the places where your brand can experiment, adapt, and evolve with the zeitgeist. Trends can enhance your digital presence by making it feel fresh, engaging, and in tune with current conversations. But the key is that these platforms allow for quick updates, which means you can pivot just as easily when the next trend surfaces.
Let’s look at some examples of brands that have navigated this balance well:
Coca-Cola has experimented with countless marketing trends over the decades—everything from vintage nostalgia campaigns to cutting-edge digital experiences. Yet their logo has remained virtually unchanged since the late 1800s. It’s a timeless symbol that anchors the brand, no matter what trends are swirling around it.
Nike has evolved their advertising strategies dramatically since their early days, embracing digital trends, influencer culture, and shifting social movements. Yet the iconic swoosh, created in 1971, has remained a constant. It’s a reminder that a logo can be both modern and eternal if designed with timelessness in mind.
Apple, a brand known for innovation and pushing the boundaries of technology, has allowed trends to inform their marketing, their product design, and their web experiences. Yet their logo—a simple, elegant apple—has been only subtly refined since its introduction. This consistency in identity has helped anchor them through decades of rapid change.
In the end, there’s always room for trends in brand expressions—just not in your logo. Your core brand identity needs to stand firm, a symbol that customers can trust and recognize through the changing tides of culture. Let your digital platforms carry the weight of trend-driven evolution while your logo remains an enduring mark of your brand’s legacy.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.