Why Original Design Matters in a Sea of Sameness
In today’s digital-first world, brands have unprecedented access to inspiration at the click of a button. Yet, the irony is, that this access has led to a new problem: blanding. This phenomenon occurs when brands all start looking the same, leaning into safe, minimalist aesthetics inspired by the same sources. We have Pinterest boards, Instagram trends, and popular design blogs to thank for that. While clean and cohesive branding has its place, the danger lies in the loss of originality and memorability.
So, how did we get here? Does it really matter for your brand? More importantly, how can brands break free from the grip of blanding to create something truly unforgettable?
What on Earth Is Blanding?
Blanding refers to the growing sameness in brand design. It’s easy to spot: muted colour palettes, sans-serif fonts, flat icons, and logos so minimalist they often blend into obscurity. These elements might look sleek, but when every brand adopts the same formula, they risk becoming unremarkable.
Are we in The Age of Average?
Alex Murrell’s article, The Age of Average, highlights how this phenomenon stems from businesses drawing inspiration from the same design trends, often shaped by internet-driven aesthetics. While these trends offer a shortcut to what’s “safe” and “popular,” they also perpetuate a cycle of conformity. Instead of standing out, modern brands are blending in.
Notable Rebrands
Or should I say, unexceptional rebrands? Sadly, brands that have stood the test of time are rebranding to fit in with this new trend of a cautious approach to their look.
Jaguar
Jaguar’s recent rebranding introduced a minimalist logo and promotional materials that deviated from showcasing their vehicles, opting instead for avant-garde aesthetics. This shift sparked criticism for straying from the brand’s heritage as a luxury car manufacturer.
Yves Saint Laurent
Yves Saint Laurent’s rebranding saw the iconic fashion house simplify its logo to “Saint Laurent” in a sleek, sans-serif typeface. While aimed at modernising the brand, the change was met with criticism for discarding the rich heritage and elegance associated with the original YSL monogram. Many felt the new identity stripped away the brand’s timeless sophistication in favour of trend-driven minimalism.
Burberry
Burberry’s rebranding efforts, which included a simplified logo, faced backlash for losing the brand’s distinctive identity. The company eventually reverted to its classic emblem, acknowledging the importance of its traditional design elements.
FNB (First National Bank)
FNB’s recent rebrand introduced a flatter, more minimalist logo, replacing its iconic tree design with a sleeker, simplified version. While intended to reflect modernity and digital evolution, the update received mixed reactions, with some customers feeling it lacked the warmth and heritage of the original. Critics argued that the redesign made FNB look more generic, blending into the sea of contemporary, tech-inspired banking logos.
Kodak
Kodak’s rebranding involved returning to a design reminiscent of its classic logo used between 1971 and 2006, simplifying its visual identity to reconnect with its heritage.
Mastercard
Mastercard’s rebranding featured a cleaner approach by redesigning its logo for the first time in 20 years, focusing on simplicity and digital adaptability.
Spur
Spur’s rebrand saw the iconic steakhouse chain simplify its logo, removing detailed Native American imagery in favour of a cleaner, modern design. While the update aimed to align with contemporary branding trends and address cultural sensitivities, it received mixed reactions. Longtime customers felt the new look lacked the nostalgic charm and bold personality that made Spur a beloved South African institution.
What’s So Wrong with Blanding?
When everything looks the same, brands lose their ability to connect with audiences in a meaningful way. These styles of designs lack differentiation. A brand’s visual identity should set it apart from competitors. When it adopts the same design language as everyone else, it loses its edge.
Great design evokes emotion and tells a story. Homogenised branding feels sterile and forgettable, resulting in a weakened emotional impact on audiences. While simplification can modernise a brand, it’s crucial to balance contemporary aesthetics with elements that preserve and convey the brand’s unique identity and a lasting heritage.
Following trends may work temporarily, but trends fade. Building a brand that resonates over the long term requires a unique and enduring vision.
The Pinterest Problem
The internet has democratised access to creative inspiration. Platforms like Pinterest, Behance, and Instagram provide endless design ideas at your fingertips. However, this convenience comes at a cost.
When designers and businesses repeatedly rely on the same resources, they unknowingly contribute to a culture of mimicry. Instead of pushing boundaries or seeking inspiration from diverse sources, they recycle what’s already popular. This creates a feedback loop where originality is replaced by uniformity.
The Canva Conundrum
Canva has revolutionised design, making it accessible to anyone with an internet connection. With its vast library of templates, even those without a design background can create sleek, professional-looking graphics in minutes. But there’s a catch.
When thousands of businesses use the same fonts, layouts, and colour palettes, branding starts to blur into a sea of sameness. Instead of crafting a distinct visual identity, many brands end up looking eerily similar… polished, but predictable. The ease of Canva tempts businesses into a shortcut mentality, where speed and convenience override strategic, thoughtful design.
True branding should help you stand out, otherwise, what is the point? While tools like Canva have their place, relying on them too heavily can lead to forgettable, formulaic branding. Just another drop in the digital ocean.
Why You Need Outside-the-Box Creatives
To combat blanding, brands must prioritise creativity over conformity. This is where working with visionary designers and creative professionals becomes crucial.
We Challenge the Norm
True creatives don’t settle for what’s trendy. We ask, “What hasn’t been done before?”
We Craft Stories
Memorable branding goes beyond aesthetics. It tells a story that resonates with audiences, making an emotional connection that lasts.
We Think Long-Term
While trends fade, original designs stand the test of time. Investing in creativity upfront can save brands from costly rebrands later.
How to Create Original Branding
If you’re ready to ditch the cookie-cutter approach and create something unforgettable, you need to look beyond the internet. Forget about Canva and the way-too-easy approach, which leaves you in danger of a brand design that will flop. Inspiration is everywhere so prepare to be bold and look at things in a new way. Find it in nature, culture, art, history, your children’s unjaded minds, and your grandparents’ unconquered memories. Encourage your creative team to explore offline sources.
If you’re struggling with inspiration, that’s when you should turn to the visionaries. Partner with designers and creatives who thrive on thinking differently. We’re the ones who will forever question trends and bring fresh perspectives.
Authenticity is the antidote to blanding. What makes your brand unique? You need to look at your brand’s DNA and build your identity around those core traits.
Memorable brands take risks so embrace bold choices. Whether it’s a daring colour palette, a hand-drawn logo, or an unconventional approach to storytelling, dauntlessness sets you apart.
Our Favourite Rebrands
The Goodstuff Company
The Goodstuff Company, a wine shop and deli with multiple branches, suffered from inconsistent branding and a lack of cohesive brand architecture. They approached us to streamline the brand under a single, distinctive name and logo with a unified style that reflected quality and international appeal.
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With this concept, we embraced a minimalistic approach. The monochrome branding acts as a neutral stage, allowing the spotlight to shine on the diverse brands The Goodstuff Company offers. The icon features simple yet elegant elements that reflect the brand’s offerings. Its clean design shows that quality isn’t about being over the top, it’s about getting the essentials just right. This understated design ensures the focus remains on the quality and variety of the offerings.
Cantaloupe Digital
Cantaloupe Digital wanted a refined and modernised brand identity that better reflected its expertise in email marketing, without moving too far away from its existing logo. The goal was to simplify the logo while maintaining its recognisability and creating a more versatile, scalable brand mark.
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We distilled the logo down to its essence – a bold wordmark that stands strong without the need for “Digital,” as the brand’s context already conveys its expertise. The refreshed icon was retained as a standalone design element, allowing for flexible use in animations and branding materials. This evolution reflects Cantaloupe Digital’s commitment to clarity, professionalism, and adaptability in the ever-evolving digital landscape. We created a fresh brand guideline document to ensure that its branding and voice is used consistently across all mediums.
LM Radio
LM Radio has been around for many decades, back when Mozambique was still Lourenço Marques. They wanted to update their logo, as the old one was very dated with the radio antenna still featured in the logo. As most of their listeners outside of Mozambique make use of streaming radio, the antenna was no longer relevant. They also wanted to bring in the AM frequency for each region, but they didn’t want to deviate too far from the original logo which was well-known.
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The result was a sleek and streamlined version of the logo, keeping the slanted LM Radio wording but with a more modern font, and bright, happy colours – especially since their slogan is “Have a happy day”. The new logo reflects the happy vibes that still resonate with their loyal following.
Oceans Hotel
Oceans Hotel in Mossel Bay, a 3-star hotel and conference centre, lacked a cohesive visual identity, with years of inconsistent signage leading to a fragmented brand image. They needed an official logo that would unify their brand while capturing the relaxed, beachside charm their guests love. The goal was a modern yet fun design that resonates with ocean-loving travellers.
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We created a fresh, cohesive logo that embodies the hotel’s seaside appeal. The design balances a modern aesthetic with a playful touch, reflecting the casual and welcoming atmosphere that makes Oceans Hotel a favourite coastal retreat. The result is a versatile brand mark that feels contemporary while staying true to the hotel’s fun and relaxed spirit and a true example of the opposite of blanding.
HOUT BAY VINEYARDS
Hout Bay Vineyards, a family-owned boutique winery, was expanding its production and entering new markets. They needed a refreshed logo that reflected their growth while maintaining the brand recognition they had built. The goal was a modern and clean update that retained their signature HV round icon and stayed as close as possible to their existing font to keep their loyal following engaged.
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The redesigned logo strikes a balance between tradition and modernity. We refined the HV icon into a sleek, versatile mark that can stand alone across various applications. The updated typography maintains the essence of the original while introducing a contemporary touch, ensuring Hout Bay Vineyards’ brand remains recognisable yet refreshed for its next chapter of growth.
Why Originality Matters More Than Ever
In a crowded marketplace, blending in or blanding is just a missed opportunity and a recipe for irrelevance. When brands dare to stand out, they earn attention, loyalty, and significance.
By investing in creatives who thrive on originality, businesses can break free from the cycle of blanding and build identities that truly resonate. The result? Brands that aren’t just seen but truly remembered.
So, the next time you’re tempted to scroll Pinterest for design ideas and grab a design off Canva, pause. Ask yourself: Do I want my brand to fit in, or stand out?
