JKR

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.

As farmers’ markets began to hold more allure than supermarkets, it was perhaps inevitable that FMCG brands tried to borrow a little of the folksier language. A homespun tone of voice has been matched by a trend for “hand made” rather than computer generated graphics, as designers grew bored with the samey feel that often resulted from using the same computer software and equipment as everyone else.

Meanwhile consumers, who are vague at best about “green” brands, are confusing personable branding with ethical practice. While any brand with its head screwed on is improving its environmental housekeeping, many brands are communicating their CSR initiatives with a more soulful “hand crafted” design language. If green behaviour demonstrates a brand’s conscience, then “authentic” design displays its soul.

But is such design simply a passing fad, or are the days of slick branding numbered?

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