During the rise of digitization, many a brand embraced new aesthetic trends: among other things, swapping embellished logos for dramatically simpler, “screen-friendly” ones. The shift was the seed of a larger design movement known as “blanding,” where san-serif type, muted color and matter-of-fact messaging became the playbook for brands—or blands—across many categories, creating a veritable sea of sameness.
“Blanding was so ultra-restrained that brands started losing their souls.”
“Blanding was so ultra-restrained that brands started losing their souls,” says Meredith Post, a creative director at LPK who has analyzed the blanding movement for years. She spoke with writer and trends analyst Meaghan Beatley for a new Canvas8 report. “There was suddenly a void of character, texture, personality and creativity in the market. What once made a brand powerful for its simplicity and clarity turned into a bland abyss.”
“Businesses are selling joy,
and right now, we’re all buying it.”
Now, the pendulum is swinging back to a more maximalist, eccentric sensibility. “Fresh out of lockdown, consumers want the brands they choose to be bold and unique, as well as authentic and transparent,” explains Beatley.
The way forward? “A magnetic attraction to what will make you feel good,” says Post. “Brands are coming alive with experimental type, expressive patterning, loud color palettes and cheeky brand names. Businesses are selling joy, and right now, we’re all buying it”
To read Canvas8’s full trend report, head here.
We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.
You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.
And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.
Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.Return to Careers page