Brand Type 1: The Modern Brand
Modern brands are focused on innovation and leading the industry. They want to be more efficient and thrive on thinking outside the box.
Even though you can find Modern Brands in many different industries, they all want to bring higher levels of comfort and ease to their tribe as well as a sense of status. Think of a company like Apple, the ultimate modern brand with their innovative design and pioneering spirit.
3 examples of Modern Brands
When I started designing the framework for the brand types I took as many brands as I could find and started to categorize them into groups depending on how they made their tribe feel.
The companies in this group all made their people feel like they were pioneers who would choose quality and minimalism over maximalism. Everything - from materials to design - focuses on the essentials.
Interested to see which companies made it to this exciting group? Here is a selection...
Is your brand a Modern Brand?
In design, color psychology is an important tool that can easily get overlooked. Just like great photography levels up any marketing effort, color has the same effect.
Without realizing it we love or hate brands because of the colors they use.
“Colour works at a subconscious level, faster than words or images, and creates a gut response.” Fiona Humberstone, How To Style Your Brand
For Modern Brands specifically, colors that are striking are a great way to go. So forget muted and soft, think bold and unafraid in a classy way. Black, metals, icy blue, deep green and gray are awesome colors for Modern brands. But be sure to avoid soft pastels and neon.