When a brand stops reflecting who an organisation is and where it’s going, the issue isn’t execution – it’s clarity. Brand problems often show up as slower growth, misalignment across teams, or difficulty standing out, long before they’re recognised as a branding issue.

Discover the eight brand identity trends shaping 2026 – from motion-first design and humanised AI to tactile textures, expressive typography and multisensory branding. As digital behaviour evolves, these shifts reveal how brands can stay relevant, distinctive and emotionally resonant in a rapidly changing world.