What do you think 2018 will hold for branding?
Firstly, diversification. There is a trend developing for brands to broaden out from their core specialism and transfer their brand DNA into new business sectors. Secondly, strengthening. Rather than throwing away and starting again, I predict that more organisations will focus on the reinforcing, refining and rationalising of their existing identities.
What was your favourite branding project in 2017?
The Bridge Theatre’s new identity by Koto is strong, simple and stands out. It promises contemporary, edgy performances, while the angled ‘I’ acts as a literal bridge between two points. It is also playful and gives the theatre an endless, flexible visual language to communicate with.
I also liked Studio Marcus Kraft’s identity for Zurich Tourism. If anyone can own and be recognised for Helvetica, it’s Zurich and Switzerland. The project is an identity and campaign system in one.