Five thoughts on the design language of authenticity, humanity and soul.
01st August
Introduction Goodbye Dolly!
You’ve probably noticed the fashion for more “humanity” and “authenticity” in branding. There’s folk music on every phone advert, and chatty copy filling up many a back label. As Dolly the sheep and her very familiar friends put a few of us off the whole idea of overly processed foods and Naomi Klein’s “No Logo” captured a growing dissatisfaction with “big business”, being seen to be “real” has become a valuable asset. Small brands have appeared to punch above their weight with personable communication, and big multinationals have fuelled the trend, presenting a gentler face to their audiences.
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