It seems like the last decade flew by in a whirlwind of shocking headlines and economic struggles. Indeed, our world changed significantly in the past ten years. It seems fitting that the world of UK branding and logo design also have changed immensely. Here is a little look at what defined branding over the past decade, and where it is headed now.
Branding experts have already developed a nickname for the first ten years of this millennium: the nostalgic noughties. Despite wars, global warming, and political upheaval on every continent, studies have found that both nostalgia and celebrity were the reigning themes that best appealed to consumers in the 2000’s. We have seen celebrities replace models as the ‘face’ of major fashion houses. Even fallen celebrities such as Kate Moss and Kerry Katona remain powerful selling figures in the UK, attached throughout the decade to luxury logo designs and brands all over the nation.
Nostalgia is evident in the revival of once-dead products and brands. We have blogged on the revival of apple cider and instant coffee on this very blog. Often, these brands return with a logo design and brand very similar to their original one. A good example of this is once-unfashionable frozen dessert Arctic Roll, which is a comfort brand making a comeback on market shelves and in the hearts of UK consumers. Other brands merely resurrect nostalgic marketing campaigns, as is the case with the well known Weetabix jockey ads. Even the controversial 2012 Olympic logo design represented an attempt to bring up the past.
Why the nostalgia? Studies show that a mere 6% of UK residents felt that the first decade of this new millennium was the best one to be alive in Britain. While this may be no shock, consider that a third of people felt the sixties was the best.
Although few people consciously noticed the change, marketing in the noughties was a huge change from that of the nineties. This decade was marked by supermodels, Generation X edge, and an ultramodern ethos. This only goes to show exactly how quickly the world of marketing can change. Apple was one of very few companies that successfully carried a futuristic brand and logo design into 2010.
What will the next ten years bring for UK marketing and logo design? While we don’t have any definite way of telling the future, our crystal ball points to ecology and green living continuing to grow. One can already see a shift in public favour, with many companies successfully adopting a ‘green’ brand and logo design. As science more and more points to global warming as one of the most daunting issues of our times, residents of the UK—and the world—are likely to respond to these logos out of fear if nothing else.
Whatever the wave of the future will be, it is more important than ever to have a logo design and brand that appeal to the new UK consumer. If you want to carry your company into the future, talk to a logo design consultant today.