In recent years, we have seen more and more well-known brands rebrand to a flat, minimalist, personal and transparent style. A commonly cited reason for rebranding is that companies want to make their brand "digital-first." But an underlying reason is that companies want to integrate into the customer's life through blending. Blending literally means "blending" and in this context means that the logo slowly blends into its surroundings. Whereas previously logos stood on their own, the trend now is to blend them into the environment, making them more unobtrusively part of what the viewer sees and takes in. We will go into this in more detail later in this blog.
McDonald's
Especially now in times of corona, it is important for brands to get close to the customer.
An interesting example is a recent campaign by McDonald's. There are two things that stand out about this campaign: the first is that the "golden arches" are so iconic that McDonald's does not need to use a name to be recognized. The second thing that stands out is the yellow color of the M is the light from the rooms of the houses. McDonald's is playing on trust with this. In times when the customer cannot come to McDonald's, McDonald's comes to the customer. With this, it tries to integrate into the customer's life in very subtle ways.
Peugeot
For the first time in 46 years, car brand Peugot underwent a rebranding. What most people noticed first was that the head of the lion was no longer attached to the body but is used separately now. Peugeot is using the new emblem to be more transparent and appear more personal. They do this by placing the head of the lion over the heads of customers.
Blending
But what exactly is blending? Blending is a combination of transparency, framing, personalization and boundary blurring.
Blending = transparency + framing + personalization + boundary blurring
Transparency
Peugot is using the transparent version of their new emblem to lay over the faces of customers. The transparency allows the brand to become one with the background, in this case the customer in order to literally reveal the lion within.
Two other well-known car brands that underwent rebranding are BMW and Nissan. Both car brands said they changed their styles to be a "digital-first" brand. However, in addition to this digital advantage, BMW and Nissan also want to integrate into customers' lives.
As with Peugot, the logo blends into background on which it is placed. This allows the logos to tell a different story or evoke a feeling each time, depending on the background.
Framing
Using a frame can be used to draw attention to something. In Volkswagen's updated style, the brand uses frames in conjunction with its new minimalist, flat logo.
But framing can also be done in another way; like McDonald's, Heinz has a recognizable brand element. In an updated, minimalist style, Heinz uses this brand element as a frame combined with ingredients and products.
By using their logo with products such as beans, ketchup or mayonnaise, your brain makes a connection between this element and the product. This can influence your association and therefore choice in the supermarket.
Personalization
A Coca-cola bottle with your own name on it, who wouldn't want that? That's what Coca-cola must have thought when they printed the most common names on their product labels. The customer no longer sees the product as Coca-cola's product but as his or her own. In this way, the customer builds a bond with the brand.
Personalization can be applied to almost anything. At Nike, for example, customers can order personalized sneakers. Here the same as with Coca-cola, the customer no longer experiences it as Nike shoes but as Nike shoes of him- or herself. This is how personalization can provide integration.
Border replacement
Whoever says Nespresso, says George Clooney. For years, brands have used famous people as brand ambassadors to boost awareness. This strategy works perfectly to highlight a company's core values or boost the brand. For integration into consumers' lives, another way works better, namely: Influencers.
By blurring the line between commercial and noncommercial, a brand can more easily integrate into consumers' lives. A famous person shares daily photos from his or her daily life. When this person uses a brand's product, it is not always clear to people whether this is an advertisement or not. And that is precisely the advantage of these ambassadors.
Rebranding
We are in the midst of a branding revolution. Companies are moving to a digital-first brand but integrating through blending into consumers' lives. To do so, you need to be able to respond perfectly to key personas. Could your brand use a "digital-first" redesign that can last for years and do you want your customers to really connect with your brand? Get in touch with us and explore the possibilities with us.
Were you inspired by this article? Make work of your brand identity.
