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.

After three to five years, even the strongest brands can start to feel overly familiar. A brand refresh isn’t about starting again – it’s about subtle evolution. Discover how small, strategic changes can inject new energy into your identity while keeping the recognition you’ve worked hard to build.

Generative AI is transforming design, but it can’t replace human intuition, empathy, and lived experience. The real power lies in combining AI and creativity – where technology accelerates ideas and humans bring meaning, cultural depth, and emotional resonance. The future isn’t AI versus creatives, but AI with creatives: a partnership that amplifies imagination and drives more authentic, impactful work.