Blanding: a Hot Trend and a Bad Idea

We’ve discussed branding blunders on this blog before, but today let’s take a moment to talk about blanding specifically. Blanding is the recent trend of taking a brand and making it… bland. When it comes to branding, the last thing you want is for your company identity to look just like everyone else’s. So why has blanding become so ubiquitous? We’ll explore the answer to that question and further define the blanding trend in this post.

What Is Blanding?

Blanding is all around us. It’s most recognizable in stripped-down, sans-serif logos that lack even an iota of personality. For some, the most offensive cases of blanding are the transformations that many classic logos have undergone in order to become “bulletproof.” See the Yves Saint Laurent logo controversy in 2012 and the more recent update of the Burberry logo in 2018, which has been bitterly referred to as “Blahberry.”

Why Bland?

Bland logos are considered bulletproof by their advocates; they are made for the varied platforms of the digital age. They are bold and bland on purpose because it allows for greater cross-compatibility with small screens and big billboards alike. There’s no worry that minute details will be lost or obscured when a logo has been reduced to nothing more than a wordmark set in a standard font.

Another reason many brands are choosing to go bland is that they believe that it will make them appear younger, fresher, more forward-thinking, or even more legitimate. Young brands believe that by emulating the minimalism of large companies such as Apple and Google, consumers will see them as being just as trustworthy and authoritative. Established brands hope that jumping on the trendy blanding bandwagon will prevent consumers from viewing them as staid and outdated.

Avoid the Bland

Although minimalism is a hallmark of modern luxury and tech brands alike, it’s not the only option. Personality still reigns supreme when it comes to brand trust and loyalty. That’s true even in the beer industry and across the world in Tehran. It’s nearly impossible to convey personality without details, quirks, and eccentricities. So embrace them! Ditch the blanding trend and run fast in the other direction. You’ll stand out from your competitors, gain more brand recognition, and inspire brand loyalty.

Not sure how to avoid the bland? We can help you. The Diace Designs creative team specializes in brand development based on custom strategies designed especially for your business in your market. If you’re ready to ditch the trends in favor of an authentic brand identity, let us know.

About Kara Franco
Kara writes copy that speaks. She has a knack for creating clear, compelling messages without wasting words. She is passionate about digital marketing and believes that copy is the cornerstone of user experience.

Copywriter + Content Strategist
Kara@diacedesigns.com