Soft palettes, muted tones, monochrome schemes, sans-serif fonts; these elements seem to be everywhere lately. Minimalist typography and restrained colour palettes have become so widespread that distinguishing one brand from another is becoming increasingly difficult.

As visual identities are becoming more streamlined, a quiet convergence is taking place. Across industries, brands are beginning to speak the same visual language.

In the August issue of Manifest we explore that in the race for modernity, are brands losing their visual identity?

Mriga Kothare, creative director, Landor India and Litna Das, executive director, head - creative, art, caution that emerging brands, driven by a fear of invisibility and a desire for instant recognition, are mimicking successful aesthetics rather than carving out their own visual voice.

Soumita Das, creative director,ADK Global India, takes a sharper stance, describing how many new brands treat visual identity like a template; hoping consumers might mistake them for the real deal. But, she argues, being the 'dupe' never wins hearts; borrowed looks don’t build trust.

Calling it a 'design pandemic', Shruthi Subramaniam, senior creative director, BBDO India, believes that it leads to brand identities that are polished but forgettable; more duplication than distinction.

Highlighting the widespread use of templated design systems, easy-to-use platforms like Canva and Figma, which have further fuelled this sameness, Siddharth Khandelwal, founding partner, Pollinate Labs, explained that 'mimicking without soul leads to brand identities that are technically correct, but emotionally forgettable.'

Vinay Kanchan, author, brand storyteller and creative thinking trainer.spotlights the lack of conceptual clarity in many brand identities today. However, he remains hopeful, noting that a shift toward viewing design as experience, rather than mere decoration, is slowly taking root.

To read the full story, get your copy here!

For a one-year subscription, use the below link. 

We also have a six-month subscription. Get it here. 

For any subscription-related queries email aaryan@manifest-media.in.