I was looking to expand my personal community and join some kind of group in my city. Looking through event sites, trolling posters taped to sign posts, and scrolling through social media, I found I was real judgmental about one specific thing: fonts.
How judgmental? Watch Ryan Gosling freak out about the Avatar fonts in this A+ SNL short.
Improv sounded fun, but they were using Comic Sans. Silent Reading group sounded like my kind of people, but they had inconsistent typeface and clashing colors.
The font and color choices probably had nothing to do with these groups, but they just felt bad in my system. I didn’t like what they were putting out into the world to share their events. The result? I didn’t pursue these groups.
I’m not alone in this kind of response.
As time keeps on ticking, what branding felt fresh and modern can quickly become outdated. Fonts and colors chosen without intention can feel confusing or offputting for your ideal clients.
It’s easy for your brand to feel old and out of touch simply by not keeping up with intentional, aligned branding. So what actually makes brand design feel outdated?
Let’s get into five of the main elements that can make a brand feel old, including visual identity, messaging, and voice. Then, let’s talk about how to modernize these elements to keep your business running smoothly.
Disclaimer for all of the elements outlined here: Any design trend or “rule” can be bent or broken with intention. For example, if you have a Caregiver archetype for your pediatric healthcare brand, it may make a lot of sense to use muted colors while still maintaining a modern feel.
Outdated Font Design
Certain font styles that were popular in the past, such as the casual and overly used Comic Sans and Bradley Hand, the aforementioned Papyrus, sans-serif fonts reminiscent of older typewriters, can make a brand appear dated.
As with anything related to style, sure, it’s possible these font types will come back around in style. In the meantime, it’s best to lean toward one of the thousands of other typography options available.
Logo Design Trends
Older logo design trends that have fallen out of favor include:
Drop shadows and embossing: Logos with heavy drop shadows or embossed effects can feel outdated compared to flat, minimalist designs.
Gradient overlays: Overuse of gradients or gradient overlays on logos can give a retro or early 2000s feel.
Complexity: Logos that are overly intricate or detailed may feel old-fashioned compared to sleek, simplified designs that are more in line with contemporary minimalism.
Modern logos generally trend toward simplicity and versatility. Clean, minimalist logos that are easy to recognize and adapt well to various platforms and image sizes tend to work will for most businesses. In contrast, complex, intricate logos with fine details may not scale well on digital screens or when reproduced in small sizes.
Color Palettes
Color trends change over time, and certain color combinations or palettes can feel associated with specific eras. For example:
Muted or earth tones: Color schemes dominated by muted colors or earth tones might feel reminiscent of older design aesthetics. However, if this is the vibe you’re going for, great! Use it intentionally.
Overly bright or neon colors: Colors that are overly bright or neon can sometimes feel associated with older design trends that were popular in the 80s or 90s.
Pantone trends: Each year, Pantone puts out their “color of the year.” This color tends to show up in fashion, graphic design, and interior design. Because of its popularity, it will age faster than other colors and will feel outdated after a couple of years.
Outdated Photography
The style of photography used in branding materials can also contribute to the perceived age of a brand:
Staged stock photography: Older brands often used generic stock photography that feels staged or lacks authenticity compared to modern, candid photography styles.
Color and lighting: Images with dated color tones or lighting techniques can make a brand appear less contemporary. Right now, yellow tints and super flat lighting can feel outdated.
Wardrobe and styling: What people are wearing and how their hair and makeup are styled will also date photography.
Ready to update your visual brand elements? Let’s talk.
Not sure if you’re brand elements are working for you? Sounds like a brand review is the best place to start.
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