“In 2025, branding breaks free from tradition, becoming more dynamic, adaptive, and deeply connected to real human experiences. It’s no longer just a logo or color palette—it’s a living system that evolves with its audience and environment.”
From kaleidoscopic maximalism to the return of the hand-drawn line, logos are getting louder, friendlier, and infinitely more alive.
In a design landscape where yesterday’s minimalism now feels sterile, brands are recharging their identities with energy, motion, and a distinct human touch. Whether you’re crafting your first visual identity or rebooting a legacy brand, these trends signal a bold new era: expressive, imperfect, and emotionally intelligent.
To get the pulse of what’s next, we tapped into design luminaries. Here’s your roadmap to 2025’s most compelling logo and branding trends.
Branding in 2025: Strategy Meets Story
Today, a brand is more than a logo—it’s a living, moving, breathing experience. With digital channels multiplying and attention spans evaporating, brands must move quickly and meaningfully.
Authenticity isn’t just a nice-to-have—it’s the baseline. The strongest brands in 2025 aren’t just chasing trends; they’re writing the rulebook. Case in point:
Liquid Death.
This canned water brand turned industry convention upside down with heavy-metal aesthetics and irreverent messaging (“Murder your thirst”). It’s proof that when branding dares to be different, even water becomes a cult product.
2024’s Boldest Rebrands
(and What They Signal for the Future)
Jaguar: From Icon to Instigator
Jaguar’s bold rebrand has sparked debate—and that was the point. In November 2024, the brand wiped its social channels clean, teased a cryptic video, and introduced a striking new mantra: Copy Nothing. Then came the reveal of the sleek Type 00 concept at Miami Art Week, flanked by a radically minimalist logo and a design-first identity overhaul.
Reactions have been split. Some call it a PR stunt, others a case of design gone too far. After all, few legacy brands risk reinventing their entire visual language—especially one as storied as Jaguar.
But whether you love it or loathe it, the move is working. Jaguar is being talked about, dissected, and imitated. It’s a reminder that in a crowded market, daring design can cut through the noise, challenge norms, and reshape what brand relevance looks like. Don’t be surprised if Jaguar’s fearless pivot sets the tone for logo and branding trends well into 2025.
Bose: Sound That Moves
Bose’s rebrand signals a bold leap forward—centered on movement, energy, and immersive sound. Rooted in the idea of “Immersive Audio,” the new identity amplifies Bose’s presence with a confident, future-facing voice, reasserting its place as a leader in audio innovation.
Vibrant colors, kinetic visuals, and a striking typeface work together to echo what Bose stands for: clarity, power, and constant evolution. It’s not just a redesign—it’s a reawakening of the brand’s core purpose through design that moves.
RSPCA: A Heartfelt Redesign
The RSPCA’s rebrand puts emotion front and center, reshaping its identity to feel more human, more hopeful. Partnering with global agency JKR, the organization leaned into its founding values—empathy, care, and action—with a bold new look that invites people in.
The redesign pairs playful typography with a warm, confident color palette, while hand-drawn animal illustrations add a personal, heartfelt touch. The result? A fresh visual language that’s approachable, uplifting, and purpose-driven—tapping into a rising trend of brands designing with feeling, not just function.
The 7 Logo & Branding Trends Defining 2025
No. 1 - Rounded Sans Serifs
Rounded sans serifs are reshaping the visual language of branding in 2025. No longer just a stylistic choice, these softened, friendly typefaces are becoming the go-to for brands looking to feel more human, warm, and approachable in a digital-first world.
The roots of this trend trace back to early adopters like Google and Airbnb, whose clean, geometric sans-serifs signalled a new era of tech branding. But today’s evolution leans chunkier and more rounded design that’s less sterile, more soulful.
“Logo design trends often follow the lead of a few high-profile redesigns. For example, after Giovanni’s redesign a few years ago, many brands adopted a similar chunky, rounded sans-serif style. Similarly, in the mid-2010s, when Airbnb and Google unveiled their geometric, sans-serif logos, many others quickly followed suit.”
— Armin Vit, founder of UnderConsideration and editor of Brand New
But this is more than a trend in typography—it’s a strategic shift. Rounded sans serifs are helping brands dial down their corporate edge and build trust through visual warmth. The approach is especially popular in industries like tech, finance, and healthcare—spaces where clarity, connection, and emotional reassurance matter most.
Take Duolingo, for instance: its rounded, whimsical type perfectly mirrors its playful, educational spirit. It’s branding that speaks with a smile—and consumers are listening.
Aregia Sans Serif Font
George Rounded Sans Serif
Phluff Round Sans Font
No. 2 - Logos with an Angle: Tilt Forward
Angled graphics are carving out a bold space in 2025’s logo landscape—signaling movement, momentum, and a brand mindset that’s leaning into the future. This subtle shift off the traditional baseline adds energy and edge, instantly making logos feel more dynamic and forward-thinking.
“One trend that really stands out this year is logos set at an angle,” says Armin. “It’s not just a slight tilt; we’re talking about clearly tilted logos, breaking away from the traditional baseline alignment. This angle taps into a global desire for progress and positivity—something we all need right now.”
More than just a visual quirk, this tilt is a statement. It reflects a brand’s drive to evolve, to lead, and to stay in motion. In a world that won’t sit still, angled logos are among the most daring—and telling—branding moves of the moment.
No. 3 - Handmade Elements: The Digital Detox
As digital dominates the landscape, handmade design is making a powerful comeback—bringing texture, warmth, and humanity to the screen. From hand-drawn illustrations to raw-edged typography and organic shapes, these tactile elements breathe life into brand identities, offering a striking contrast to the clean, machine-polished norm.
“In today’s digital-first landscape, the human touch in design feels more important than ever. Adding a handmade feel to digital work brings warmth and authenticity, which stands out in a world often dominated by sleek, machine-driven designs.”
— Arlyn Panopio, Head of Brand and Creative
This 2025 trend resonates deeply with brands that champion craftsmanship, sustainability, or small-scale creativity. Etsy nails it—using hand-drawn details to underscore its artisan roots. In an age of AI and automation, handmade design reminds us there’s still beauty in imperfection, and value in the personal touch.
Embroidered Denim
Handmade Font (REGULAR & EXHAUST)
Collage Paper Textures
No. 4 - Maximalism: More, Louder, Better
After years of minimalist dominance, 2025 sees maximalism storming back into the spotlight—louder, bolder, and more unapologetic than ever. This design revival celebrates excess: vibrant color clashes, layered textures, bold typography, and visual chaos that commands attention.
“I really love maximalism: Bold colors, bright prints, and bold textures all coming together in a truly inspiring way,” says
Arlyn Panopio.
Maximalism thrives in high-energy industries like fashion, beauty, and entertainment—where making a statement is non-negotiable. Brands like Gucci have mastered the art, weaving ornate patterns and vivid palettes into a signature style that’s impossible to ignore.
And in the fast-scroll world of TikTok and Instagram, more really is more. Maximalist visuals cut through the noise, turning overstimulation into a design advantage.
No. 5 - Storytelling Through Motion
In 2025, motion isn’t a design extra—it’s the heartbeat of modern branding. From animated logos to kinetic type and scrolling social visuals, motion brings brand stories to life with energy and immediacy. It’s how brands cut through the noise and stay memorable in a fast-moving, mobile-first world.
“Motion is essential to how we communicate today,” says Armin.
“If there’s no motion on a screen, it just feels boring. People need something to move to grab their attention.”
Today’s platforms—Instagram, TikTok, digital billboards—are built for movement. Static design simply doesn’t stop the scroll. As technology evolves, motion graphics are no longer reserved for big-budget campaigns. They’re accessible, scalable, and essential for any brand aiming to connect in real time. Motion isn’t a trend—it’s the new baseline.
“A few years ago, showing your brand in motion meant big budgets and big screens—think TV spots or digital billboards,” Armin explains.
“Now, even small brands can bring their identity to life through motion. It’s opened the door to richer storytelling—something static design simply can’t match. At this point, it’s do-or-die. If your brand isn’t moving, it’s falling behind.”
Spotify gets it. Motion is baked into its DNA—from animated playlists to the eye-catching energy of its Wrapped campaign. It’s proof that movement doesn’t just support a brand—it defines it.
Motion Graphics
Circular Rotate Retro Graphics
Kinetic Typography
No. 6 - Sonic Branding: Make It Heard
Sound is shaping the future of branding. In 2025, one of the most striking logo trends isn’t visual at all—it’s sonic. From audio logos to custom soundscapes, brands are tapping into the emotional power of sound to deepen recognition and create multisensory experiences.
Sonic branding is about owning a sound that sticks. Think McDonald’s “I’m Lovin’ It” or Netflix’s iconic “ta-dum.” As audio platforms, voice assistants, and podcasts dominate more of our daily lives, that tiny sonic signature has become a powerful cue for recall and connection.
BMW, for example, brings its brand to life through futuristic, electric-inspired sounds that enhance its driving experience. And it’s not just for the big players anymore. Even startups can craft distinctive audio identities—simple, memorable, and designed to resonate. Sound is no longer optional—it’s branding you can feel.
No. 7 - Colour That Speaks Volumes
Colour has always been core to branding—but in 2025, it’s more expressive, emotional, and strategic than ever. Brands are breaking the mold with bold, unexpected palettes that spark recognition and tell a deeper story.
“Colour is a really powerful tool in branding,” says Arlyn.
“In addition to evoking emotion, a strong, well-curated colour palette helps reinforce your brand, making it instantly recognisable in a sea of other brands.”
From bold colour-blocking to moody gradients and hyper-saturated hues, color is doing more than catching the eye—it’s defining brand voice. Spotify’s electric green radiates energy and creativity. Instagram’s playful gradient pulses with movement and connection.
This year’s colour trends are anything but subtle. They’re loud, layered, and emotionally charged—giving brands the tools to build deeper connections through visual storytelling. Want your brand to resonate? Start with the right palette.
The Future Is Multisensory, Authentic, and Alive
Branding in 2025 goes far beyond the surface. Today’s leading trends are about crafting immersive, multi-sensory experiences that connect on a deeper, more emotional level. From the tactile charm of handmade elements to the pulse of motion and the bold psychology of color, this year’s branding landscape is all about pushing creative boundaries while staying true to the brand’s core.
By embracing these evolving trends with intention and originality, brands can stay ahead—capturing attention, building trust, and sparking lasting impact. Here’s to designing with purpose, and enjoying every moment of the creative ride.