Branding trends that will dominate 2025
From anti-branding to unapologetic maximalism, here are the major identity trends making their mark this year.
Every year brings its share of trends. But 2025 feels like a real turning point — a reaction against years of soulless minimalism.
1. The return of character
Gone are the clean, interchangeable logos. The brands emerging in 2025 dare to have personality: irregular typefaces, bold colours, unconventional iconography.
2. Anti-branding
Paradoxically, some brands are doing the opposite: deliberately erasing traditional branding codes to create surprise. White packaging, lowercase names, no tagline.
3. Motion as identity
Identity is no longer static. Design systems now integrate their animated dimension from the start. The logo moves, the colour pulses, the type appears.
4. Textural authenticity
Grain, noise, deliberate imperfection — reacting against the hyper-smooth digital world, brands are reintroducing texture into their identities.
One thing is certain: 2025 will reward boldness. Brave brands that make strong choices will stand out in an oversaturated landscape.