I've been challenged by countless projects in various industries, worked for fields I didn't even know existed, and met very diverse clients. I was lucky to see the work of the Bf team on the shelf, on TV, in street communications, on social media and even awarded in reputable competitions.
It has been 12 years with many PowerPoint slides, many thorough revisions, countless crashes and software updates, with presentations given live or online, but also with parties, barbecues and unforgettable moments. In the 12 years I have also witnessed the transformation of this fascinating field. Both the branding industry and the requirements of the identity designer profession have changed considerably. Here are some ideas:
Digitization
One of the most obvious changes is the transition to the digital environment. In the past, visual identity focused mainly on printed elements such as maps, brochures, and posters. If 12 years ago business cards were the representative element of a visual identity, now social media post templates predominate.
Adaptability
With the increase in the number of communication environments, visual identity design has become flexible to adapt to different formats and sizes. Brands need variations of their logo for use on different platforms, from social networks to mobile applications.
Authenticity
Brands now want to be more authentic and connect better with their audience. This has led to the need to communicate authenticity in visual identity design, with logos, imagery and messages that reflect the values and story of the brand.
Social awareness
In recent years, there has been an increased emphasis on diversity and inclusion in branding. Brands have begun to be more aware of their impact on the environment and communities. There is therefore an increased emphasis on the use of sustainable materials and responsible production practices.
Multimedia integration
Another notable change was the increasing importance of multimedia elements in visual identity. This includes animations, videos, sounds and other interactive media. Given the advances in technology, there is a need to adapt the design to suit new environments, such as virtual/augmented reality or voice interfaces.
Constant analysis
With the development of technology, we have become more able to test and analyze the impact of design. This allows for a more empirical and data-driven approach.
Multidisciplinary collaboration
Currently, collaboration between different disciplines (design, marketing, development, etc.) is essential to achieve a coherent and effective visual identity.
These are just a few of my personal observations on the evolution of visual identity design over the past 12 years. It is a rapidly evolving world full of innovation, and each project brings unique challenges and opportunities for continuous learning.”