We recently completed a project in which we used a little bit of a marble texture. The earlier design felt a bit flat and I like to use a lot of texture and contrasts in our projects, and it just so happened that marble went nicely with the smoke, and it helped create a feeling of luxury and exclusivity (as it was for a “higher end” product).
It wasn’t until late into the project that my assistant Alisha and I were joking that marble was the new gold (gold is so hot right now) that she said “Marble is actually very on trend right now”.
So it turns out Marble is a thing!
I picked up an interior design magazine at the supermarket a few days later, and year – marble is very on trend. Then I started seeing it in combos of pink, marble and gold (a lot) and combos of mint, marble and gold all over instagram and pinterest.
Which got me thinking – we are going to see a lot of this in website and brand design over the next few months. But is that a good thing?
One of the biggest challenges in branding is creating guidelines that aren’t going to date too quickly.
Far too many people get their branding done only to outgrow it in a year, and this happens for two reasons:
- Fads quickly date. Remember the chevron craze about 18months ago? See a lot of chevrons around now? Not so much.
- If you buy into something that is very on trend, you run the risk of it being “un you”. Go with your gut rather than going with a trend.
- If you do brand in a very on trend kind of way – your point of difference is lost. The purpose of branding is mark you as unique from the crowd. When you go with trends this is easily copied, and you just don’t make as much impact, as pretty or as cool as the current trend might be.
So if you want to retain your unique point of difference, steer away from fads and trends and create something that is NOT easily copied.
My advice to everyone creating a brand is to do this from the inside out. Don’t shape your vision of what you want your brand to be like based on what you are seeing happening “out there”. Dare to dive in deep and see what is happening below the surface of you. You can make it work no matter how hodge podge it may seem in your head (a good designer can make anything work).
Did you make the mistake of branding via trends and found you outgrew your brand quicker than you might like? Let me know in the comments what you would do differently next time.
PS: If you are thinking about rebranding, or a just caught in a funk and don’t know which step to take next, my Brand Accelerator Program is for you.