Digitalization has given consumers more opportunities to engage with different brands directly and convey their ideas to them. It has also led to a highly competitive market which means that as a business owner, you need to put in a lot more effort to stand out and catch the attention of the customer. This is where a brand design campaign can work wonders.
According from Microsoft, the average attention span of an individual today is only 8 seconds. With every year, it keeps on decreasing. If you want your audience to remember your brand and have a positive perception of it, then you should get as creative as possible with your brand design campaign.
Let’s go over some of the top ones that helped put their brands on the map and focus on what we can all learn from them.
1. ‘Just Do It’ by Nike
You may find the surprising that when Nike was created, it did not have the same impact or audience as it does today. Even the Swoosh logo was not that popular in the earlier days. In fact, the logo design that you see today was quiet different with the Nike wordmark clashing against. During the early 1980s, the company realized that their existing logo design needed to change a bit.
This was when the brand introduced its iconic tagline, ‘Just Do It’ and a brand symbol which had it’s swoosh right below the name. The brand design campaign exploded and made the company into a household name. Its memorable slogan is instantly recognized anywhere and is considered a motivational motto.
Lesson We Can Learn: The brand design campaign has inspired a lot of marketing studies and analysis. One of the main lessons to be learnt from it is that you can rarely go wrong with a simplistic yet meaningful logo design. Sometimes, a common mistake in logo design that brands can make is to incorporate a lot of design elements such as shapes, icons and text.
This can overwhelm the viewer and take their attention away from the important message. Other than that, we can also learn that a creative slogan or tagline has a huge role to play in making a brand recognizable.
2. ‘Bélo’ by Airbnb
There are a lot of people who may be unaware of the fact that Airbnb’s logo has a name, Bélo. The company introduced their new brand design in 2014 and called it that due to what it would mean to their audience. Belo basically is the word used to symbolize belonging which the company aimed to create within their audience.
With their new logo design, Airbnb conveyed their core values with the audience effectively and emotionally connected with them as well. The idea was to showcase that the company wants to promote a universal sense of belonging as people opened their homes to others and accepted them.
Lesson We Can Learn: It is important to build an emotional attachment with people and pitch them something which they can relate to positively.
3. ‘Shot on iPhone’ by Apple
It is no surprise that the tech giant has such a loyal customer base and has made its logo one of the most recognizable symbols in the world. The half-bitten apple is immediately spotted anywhere across the world and the company has put in a lot of effort to achieve that position. While its logo highlights the brand’s values of innovation and creativity, the symbol also stands for luxury and sophistication. This is what the company’s ‘Shot on Iphone’ campaign focused upon.
With Apple’s products, the consumers know that they are getting the best in the market and consider them a status symbol as well. The company ran a campaign on social media networks encouraging people to post pictures taken from their iPhone camera. It brought attention to the quality of the images and the various camera features that Apple users got to enjoy.
Lesson We Can Learn: The campaign generated around 6.5 billion impressions on social media networks and the user-generated content was featured on billboards as well. One of the most important lessons we can learn here is leveraging powerful media such as social networks to spread awareness about new products. With this campaign, the brand managed to become even more popular among the younger consumer demographic.
4. ‘What Moves You, Moves Us’ by Uber
In 2019, the ride-sharing app attracted a lot of controversy from people across the world. Their drivers were demanding better pay and highlight challenging working conditions. The company introduced new features in the app with this campaign called What Moves You, Moves Us. There were updated made to the app’s design which allowed drivers to track customer payments and manage their trips with poor network connection as well.
Lesson We Can Learn: Uber’s campaign can teach us that a creative and emotional slogan is a good way to change the perception of people about a brand.
5. ‘Social Distancing’ by Audi
Over the recent few years, a high number of brands have been getting involved in promoting social issues and sending powerful messages with their branding. Audi’s temporary logo change during the pandemic is one such example. The luxury automobile manufacture launched a campaign on social media and various websites to encourage people to follow social distancing. They separated the four circles that have been famously linked together as a tribute to the origin of the brand.
Lesson We Can Learn: If we can adapt to changes quickly and use our brand design to make an impact, there is a higher chance of people remembering it later.
To Sum Up
These are some of the top creative brand design campaigns that all of us can take important lessons from. They have been inspiring and set quite a few trends in branding and marketing that businesses can follow.
David Anderson is a business graduate with a marketing major. He specializes in communication design and has helped many brands achieve their goals in marketing communication. Now he writes for freelance clients on topics related to brand design, visual communication, and marketing.