The Radical Future of Branding

Posted February 2nd 2017


via Co.Design

At a time of tremendous political and cultural upheaval, one thing remains certain: Companies will keep trying to sell you stuff, and they’ll keep coming up with new ways to do it. Design is, of course, a major part of that pitch. Co.Design spoke with designers and design leaders at nearly a dozen agencies to identify the major branding trends of 2017. 


Many predict we are going to see an increase in brand-led activism, as ongoing political unrest will force brands to not just take ethical stances, but take action as well. And amidst all the chaos, “Honesty will reign,”John Paolini, partner and executive creative director at Sullivan, told Co.Design. “Successful branding will have fewer tricks and more truth.”