As UK brands refine their visual identities to stand out in an increasingly crowded market, design trends are evolving to meet modern consumer expectations. A recent study by Canva found that 77% of UK business leaders believe incorporating design trends into branding enhances company performance, highlighting the critical role of visual identity in business success.
Trends such as minimalism, sustainability, AI-driven design, and shape psychology are defining how brands engage customers and drive recognition.
The Future of UK Branding: Top Design Trends
Evolved Minimalism: Simplicity with Purpose
Minimalist design is shifting from stark and neutral aesthetics to a more refined approach focused on clarity and intent. Brands are now prioritising clean layouts, purposeful typography, and high-quality craftsmanship over extreme simplicity. The goal is to create a calming and engaging visual experience that strengthens brand recognition.
For example, Burberry’s rebrand saw the return of its iconic serif logo and a richer, more textured visual identity. The brand embraced heritage and warmth while maintaining a clean, sophisticated appeal – an example of evolved minimalism at work.
Sustainable and ‘Eco-Friendly’ Branding
As sustainability becomes a priority for consumers, brands are embedding eco-conscious design elements into their visual identities. Earthy tones, recycled materials, and nature-inspired branding reinforce an authentic commitment to environmental responsibility. A report by IBM found that 62% of consumers are willing to change their purchasing habits to reduce environmental impact, making sustainable branding a competitive advantage.
The Body Shop consistently uses its packaging and visual identity to communicate sustainability. It has redesigned its product range to feature refillable packaging with minimalist, eco-friendly designs, reinforcing its brand values while appealing to eco-conscious shoppers.
AI-Generated and Data-Driven Design
AI is transforming branding by enabling hyper-personalisation, generative visuals, and adaptive design elements. Machine learning algorithms help brands tailor marketing materials to individual preferences, making visual identity more dynamic and responsive.
Jaguar’s rebrand in 2024 introduced a futuristic, AI-generated logo with a sleek and modern aesthetic that aligns with the brand’s transition to an all-electric vehicle lineup. The use of AI-driven concepts in branding reflects how technology is influencing modern design.
Shape Psychology in Branding
The strategic use of shapes in branding is gaining momentum as businesses recognise their psychological impact. Rounded logos and organic forms convey approachability and warmth, while geometric precision signals structure and reliability. Studies have shown that customers form associations with brands based on visual cues, making shape psychology an essential tool in branding.
After 39 years, Scottish Widows is transitioning from its well-known ‘living widow’ branding to a more digital-friendly identity. The redesign incorporates softer, more fluid shapes, making the brand feel more contemporary and accessible while still retaining trust and authority.
Nostalgia and Retro Revival
Consumers continue to gravitate toward nostalgia-driven branding, with many brands reviving past aesthetics to tap into a sense of familiarity and trust. This trend blends vintage elements with modern execution, creating a unique visual identity that resonates with both older and younger audiences.
Following its acquisition by Danish fashion group Heartland, Topshop is making a return with a refreshed visual identity that pays homage to its 2000s-era dominance. By blending nostalgic elements with contemporary design, the brand is reconnecting with past customers while staying relevant to Gen Z shoppers.
The Impact of Visual Identity on Customer Behaviour
Strong visual branding is more than just aesthetics – it influences consumer trust, recognition, and purchase decisions. A report by Adobe found that brands with consistent visual identity see an increase in revenue – as much as 20% – compared to those with inconsistent branding.
Incorporating trends like evolved minimalism, sustainability, AI-driven design, and shape psychology can help UK businesses remain competitive and build deeper connections with their audience. As branding evolves, those who embrace these trends will stand out, shape customer perceptions, and drive long-term success.
Further Reading/Sources
2024’s top 4 takeaways for business leaders Canva
A Growing Demand for Sustainability IBM
The ultimate guide to brand consistency Adobe
