Brand Trends

All brands are subject to trends. The most effective brands translate trends into meaning.

By their very nature, most trends are fleeting. Ideally, their influence would be just as fleeting. If an organization depends too much on things outside itself for relevance—e.g., seasonal or market trends—that relevance may be short lived. Occasionally, however, a novel idea sparks a revolution. The filters that a designer develops over time can help to recognize this tipping point.