8 design trends shaping brand identity in 2026

Why brand identity is evolving faster than ever

As digital behaviour accelerates and technology reshapes how we experience brands, identity design is undergoing a major shift. Motion, tactile textures, expressive typography and humanised AI are redefining how brands communicate personality and build recognition. Below, Tom explores the brand identity trends every brand and marketer needs to understand for 2026 and beyond.

1. Motion-first, kinetic identity systems

Motion is becoming just as essential as colour palettes and typefaces. With screens now the primary point of brand interaction, static visuals alone struggle to hold attention. It presents the opportunity to bring your brand to life and allows a brand to express all of these characteristics in a way that was inconceivable in printed form.

Why this trend matters

• Movement communicates tone, pace, and attitude.

• Screen-led environments favour dynamic engagement over static content.

• Motion now acts as a core brand asset, not an afterthought.

How brands will use it

• Animated logos

• Motion-led UI behaviour

• Kinetic typography

• Dynamic systems that adapt to context

👉🏼 Read more: How B2B Marketing leaders are building their brands with video

2. Hand-crafted imperfection & tactile textures

As AI-generated visuals become more polished, brands are embracing the opposite – visible human nuances that signal authenticity an a more personable touch.

Key characteristics

• Hand-drawn uneven lines, brush strokes, and scribbles

• Subtle grain overlays and blemishes

• Imperfect shapes that soften digital sleekness

Why it resonates

These tactile touches build emotional connection, expressing warmth and individuality in an increasingly automated world.

→ Your brand already has a story. The 5Cs give you the structure to tell it with power and purpose. Download our template to start telling your story with impact.

3. Expressive typography as identity

Typography is evolving from a functional necessity to the hero of brand personality.

What’s driving the trend

• Typography now acts as a voice with character.

• Brands seek instantly recognisable visual tone.

• Custom type and experimental forms differentiate saturated markets.

What to expect

• Bespoke letterforms

• Playful character shapes

• Typographic logos and wordmarks full of personality

→ Build your brand foundation with our Brand Positioning Cheat Sheet template – a simple, quick and powerful way to craft a clear positioning statement and claim a space that’s unmistakably yours.

4. Humanised hybrid intelligence

With AI now a core part of daily workflows, design focus is shifting from efficiency to empathy.

What this looks like

• Friendly, warm UI personalities

• Conversational and empathetic tone in AI-driven interfaces

• Subtle, expressive visual cues that feel human, not robotic

Pentagram’s rebrand of performance.gov demonstrated early attempts to humanise AI aesthetics – controversial at the time, but a precursor to what’s coming with AI-generated imagery.

5. Inclusive and accessible identity

Accessibility is no longer a secondary consideration – it’s foundational to modern brand identity.

Core expectations for 2026

• Minimum AA contrast as standard

• Legible typefaces and high-readability layouts

• Interfaces designed for clarity, readability, and usability for all audiences, including those with visual, cognitive, or motor impairments

Real-world example

Makeup brand Tilt, winner of a Pentawards trophy, built its packaging with accessibility as the leading priority – proving inclusive design can be both functional and beautiful.

→ Dive into your customers' minds with our Audience Persona template. Map their profiles, motivations, and needs – all in one place.

6. Soft-glow gradients

Gradients are back – but softer, moodier, and more cinematic.

Visual traits

• Smooth softer blends

• Smoky colour transitions and deep fades

• Ambient light-style glow in UI elements

• Replacing neon brightness with subtle atmospheric tones

These gradients add depth without overwhelming content, giving brands a refined sense of mood.

7. Nostalgic layering (refined retro-futurism)

Nostalgia is evolving into a multi-decade mashup, blending references across eras. This creates emotional resonance with diverse audience segments, tapping into nostalgia while projecting a sense of modernity and freshness.

What defines this trend

• Mixing Y2K shine, ’90s grunge, ’80s neon, and ’70s warmth, over sleek modern forms

• Analogue warmth (VHS grain) paired with modern typography

• High-tech meets lo-fi imperfections

This mashup of nostalgic aesthetics will blend high-tech concepts with lo-fi aesthetics, appealing to diverse generations while maintaining forward-thinking relevance.

8. Sensory-rich audio and haptic branding

Brand identity is pushing beyond visuals into sound and touch – especially as mixed-reality and wearable tech grow.

Elements of this trend

• Sonic logos (e.g., Netflix’s iconic “Ta-dum”)

• Haptic feedback tied to brand actions

• Multisensory experience design that strengthens recognition without visuals

This trend is a reaction against purely digital, frictionless, and sterile interfaces. Sound (sonic logos) and touch (haptic feedback) become essential touchpoints, ensuring the brand experience remains cohesive and recognisable even when the user is not actively looking at a screen.

Conclusion: Designing for a multisensory, motion-led future

The future of brand identity is dynamic, inclusive, textural and deeply emotive. As technology evolves, the most memorable brands will be those that design intentionally – balancing innovation with humanity, and aesthetics with accessibility, resonating across sences, screens and experiences.

Partner with us to build your future-ready brand.

If you're ready to evolve your brand for 2026 and beyond, Threerooms can help you build an identity that is strategic, emotive and unmistakably yours. Let’s talk.

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