The evolution of typefaces in brand.

When discussing branding, the conversation often centres around strengthening a brand's legacy or modernising its identity to appeal to new audiences. Volkswagen has embraced its heritage, focusing on timeless strength and tradition. In contrast, Jaguar has modernised its look and marketing to attract a younger, more diverse crowd.

These differing approaches highlight how brands evolve to remain relevant in a fast-changing market, balancing the need to honour their past while connecting with future customers.

To truly understand the evolution of type, you’d need to understand the cultural impact. The rapid pace of today's economy has shaped typography, where accessibility, modern utility, and simplification often take precedence over unique identity.

Differences between Serif and Sans-Serif

For those who may not know, here’s a quick typography lesson: Serif and San Serif fonts, are the two biggest categories of fonts. Serif fonts are fonts such as Time New Roman and Garamond, with text that is not consistently the same thickness and have small embellishments; these are considered classical fonts and are usually used to boldly state class, timelessness, and old-school style and thinking.

Sans Serif, French for no serif, simply means that they do not have small embellishments at the end of texts, they also have more evenly distributed thickness throughout the text. Sans Serif is considered the font type of the new generation; it has been considered to emphasise youth, and a minimalist nature, and is current and fashionable. Famous logos that use Sans Serif fonts are Vodafone, Pepsi and Facebook.

Other font families include Script, Modern and Display. These can be sorted into Serif and Sans Serif categories if need be, but are mostly in their own categories.

Evolving brands

Brands have always been evolving, of course. We’ve all watched as famous brands changed their logos, tried out (and sometimes failed with) new product offerings, and kept themselves fresh and relevant to their customers. Two great examples are Netflix and Gap. Where Netflix succeeded without barely a mention, Gap experienced backlash and outrage, so much so that they changed their logo back to the original.

The difference is that, in the past, brands more or less controlled this evolution. Major inflection points, like the introduction of television, were followed by long periods of sameness that allowed brands to take measured, controlled risks when they rebranded.

They didn’t know how good they had it.

So why do so many brands look the same these days?

From the grandeur of the Art Deco period to the modern world of instant launches and product cycles, branding has shifted to reflect the era's needs and values.

The Evolution of Design: From Art Deco to Speed and Flexibility

I questioned how far I would go in history for this one, but I figured the early 20th century was far enough. In these times, design movements like Art Deco were defined by their focus on luxury, elegance, and intricate details. The movement emerged after a period of economic prosperity and cultural optimism, and brands like Chanel used geometric patterns and lavish fonts to evoke exclusivity and glamour. Brands in the Art Deco era were deliberate, focusing on emotional appeal and timelessness. Like a luxury watch or car, a product was an investment—a piece of lasting quality.

Fast forward to today, and the design world looks very different. As technology and digital media advanced, speed and flexibility became essential. Brands now face a market that demands constant novelty—quick releases, frequent updates, and marketing campaigns that don’t just sell a product but capture fleeting moments. Nike, for instance, constantly releases new collections to keep their edge, embracing a model where launches happen frequently and without delay. A more adaptive approach to branding has emerged, where the need to stay relevant outweighs the need for permanence. The quick-turnaround world of digital media has transformed the design process, with the idea of a ‘final’ logo or identity becoming increasingly rare.

A Culture of Speed: How the Digital Era Shapes Design

One of the significant shifts has been the embrace of minimalism and clean design, driven by the need for adaptability across multiple digital platforms. Brands like Spotify and Apple now prioritize simplicity for aesthetic appeal and functionality in a world where content has to translate seamlessly from a billboard to a tiny phone screen. Coca-Cola and McDonald's, both iconic brands, have evolved their identities in response to this shift, moving toward more streamlined logos that are flexible and instantly recognizable in a digital landscape.

The rise of social media also plays a big part in this. Brands today live in a constant state of exposure—not just to their own consumers but to other brands. Every new logo or marketing campaign is quickly visible to everyone, which can create a sort of design echo chamber where everyone starts to mimic what works. For example, the recent rebrand of BP, which swapped its traditional green and yellow colour palette for more muted tones, was less about a significant departure and more about fitting into a global trend for more neutral, “sustainable” looks. It’s no longer about creating an emotional connection through the design; it’s about looking and feeling current—aligned with what consumers expect from modern, ethical brands.

Speed, Flexibility, and Profits Over Substance

The need for speed has led to another shift: sales-driven design. The focus of branding today isn’t necessarily about creating an emotional connection, not for most businesses as it was in earlier decades. Instead, it’s about getting the consumer’s attention quickly and making the sale—often through digital touchpoints that demand a simplified, functional aesthetic. Think of the minimalist logos of modern tech companies like Google or Facebook, designed to be clear, scalable, and easy to use in any context.

The product cycle has accelerated, and so has the design cycle. Brands are constantly tweaking and refreshing their identities to stay relevant, sometimes blurring the lines between distinct brands in the process. Look at Airbnb—when it launched, its bright, whimsical logo was meant to stand out in the sharing economy, but as competition ramped up, its brand shifted toward a cleaner, more neutral aesthetic. This change wasn’t just about aesthetic preferences but about positioning itself as a global business in a saturated market.

The fast-paced nature of brand development now means many companies are making safe design choices. The focus is on flexibility—designs must be adaptable across platforms, from a smartphone screen to a roadside billboard, and timeless enough to withstand rapid product cycles.

The Result: Brands Look Alike

Ultimately, the shift in branding toward speed, flexibility, and sales has led to a landscape where many brands look and feel remarkably similar. This is not necessarily wrong—brands do what they must to survive in an ultra-competitive market. But it’s important to acknowledge the cultural and technological forces shaping this trend and the challenges it poses for companies seeking to stand out in an increasingly crowded marketplace. Brands that once took the time to develop a unique and emotional connection with their audience are now often forced to streamline their identities to stay relevant, maintain speed, and meet consumer expectations.