Brand design trends for 2025

From cutting-edge AI to handcrafted artistry, 2025 is shaping up to be the year designers throw out the rulebook and embrace bold new possibilities. Let’s dive into the brand trends shaping the creative world and how they’re coming to life.

1. AI in design

First, let’s talk about the elephant in the design room. AI is everywhere, and designers are riding the wave—or wrestling with it. Tools like generative design software, automated layouts, and real-time prototyping are revolutionising workflows, boosting efficiency, and sparking creativity.

But let’s not sugarcoat it: AI is divisive. When Pentagram used MidJourney to create the illustration style for Performance.gov, it caused a stir. The result has been a vocal majority outcry of disappointment that they failed to hire human hands for the work, with seemingly only a few applauding the new approach so far.

Image source: Creative Bloq

The response to Pentagram’s project makes it clear that we’re far from a ‘new normal’ where AI seamlessly integrates into a designer’s workflow. But the fact that heavyweights like Pentagram are openly using AI signals a shift.

In 2025, AI remains a contentious topic, with debates intensifying as the industry shifts from 2024’s phase of resistance and legal pushback to a more “on the fence” response. For some, this shift signals “reluctant acceptance,” while others lean confidently into AI. Take this neon Nike experimentation, for example, which was created with MidJourney and finished in Photoshop.

Source: Rodney Leonardo

Love it or hate it, these tools will continue to evolve and become more accessible, and debates will intensify as brands weigh the benefits of AI against the risks of backlash.

2. Textured grains

While AI leans towards perfection, designers are leaning the other way—embracing textured grains and organic patterns to add warmth and humanity to their work. These tactile elements evoke authenticity and emotional connection, grounding otherwise minimalist designs.

Think rough strokes, uneven textures, and layered grains. They bring depth to digital and print layouts, proving that a little imperfection can go a long way.

Source: Studio Mut

3. Hand drawn illustrations

In a world dominated by templates and automation, hand-drawn illustrations are a breath of fresh air. From intricate illustrations to materials inspired by traditional techniques, this trend highlights the value of time, skill, and storytelling.

Designers are exploring ways to connect with heritage while reimagining it for a contemporary audience. This approach adds depth to branding and helps distinguish work in an era dominated by automation and templates.

Source: The Genius Club

4. Sound design

In the age of multi-sensory engagement, sound is becoming a core part of design. Brands are experimenting with subtle but impactful audio cues that enhance their digital interactions.

Imagine a website where a website where a soft chime plays when you hover over a menu, or immersive soundscapes accompany a digital story. These elements don’t just guide users; they create moments of emotional connection that linger long after the interaction ends.

This trend is going to be especially valuable in sectors like gaming, e-commerce, and education, where immersion is key to user satisfaction.

5. 3D design becomes more accessible

3D design is no longer reserved for experts with high-end tools. Open-source software like Blender is making this trend accessible to more creatives than ever.

In 2025, 3D design will blend seamlessly with other styles—combining flat UI with 3D animations or integrating hyper-realistic visuals into minimalist layouts. The result? Designs that feel futuristic yet approachable.

Source: Simmons bar website by KOTA

6. The clash of the colour palettes

Forget safe, harmonious colour schemes. Designers are playing with unconventional and clashing combinations. Think neon paired with earthy tones or soft pastels contrasted with bold primaries.

These palettes are designed to stop you in your tracks. This trend thrives in branding and digital campaigns, where grabbing attention is half the battle. Expect to see these daring combinations in everything from product packaging to immersive web experiences.

Source: Colour Clash by Counter-Print

7. Retro futurism

Retro futurism taps into the aesthetics of early digital design and sci-fi, blending nostalgia with forward-thinking creativity. Think Y2K, pixelated fonts, 8-bit-inspired graphics, neon lighting effects, and bold geometric layouts.

This trend is a playful nod to the past with a forward-thinking twist. It’s particularly popular in branding, where it can evoke nostalgia while still feeling fresh and innovative. Expect it to shine in web design, motion graphics, and branding, creating experiences that feel fun and familiar.

Source: Teletech events

8. Custom typography

With tools like Canva flooding the market, custom typography is designers’ weapon of choice to stand out. Oversized, experimental, and even distorted typefaces are taking centre stage, turning text into visual art.

Custom typography is about creating a signature look—a design element that’s impossible to replicate with off-the-shelf solutions. In 2025, we’ll be seeing more wavy, distorted, or hand-lettered styles, showcasing the versatility of type as a storytelling tool.

Source: Twilight State by Ordinary People

9. Blurred and distorted aesthetics

Blur and distortion are making their way into more designs as a way to build intrigue and complexity. Fuzzy gradients, warped text, and hazy overlays create a sense of depth and mystery, encouraging users to lean in and explore.

This trend works well in digital and motion design, where movement and interactivity can amplify the effect. It’s also showing up in branding, giving logos and imagery a surreal, dreamlike quality that’s hard to ignore.

Source: Salt & Bold

10. Geometric experimentation

Geometric shapes and patterns remain a favourite for their clean and structured appearance. Bur 2025 adds a twist. Designers are pairing these precise forms with bold colour choices and layered compositions to create designs that feel modern and playful.

This style is particularly effective in digital interfaces, where clarity and order are essential. Geometric elements bring visual harmony without sacrificing creativity.

Source: Rafael Nobre Studio

11. Minimalist maximalism

Minimalism has been a staple for years, but in 2025, it’s evolving into something more expressive. “Minimalist Maximalism” combines the clean lines and white space of minimalism with bold, oversized elements like vibey colours, massive typography, and unexpected textures.

Source: Blum by How & How

12. Thoughtful representation and the end of greenwashing

Representation across cultures, abilities, and identities is more of a priority, than a trend. As such, designers are doubling down on inclusivity and authenticity.

Meanwhile, sustainability continues to shape design decisions. Audiences are quick to call out greenwashing, pushing brands towards genuine eco-conscious solutions that align values with visuals.

This shift challenges designers to innovate in packaging, branding, and digital spaces, aligning their aesthetics with values.

The year ahead

2025 is shaping up to be a year of contrasts. As AI continues to be developed and adopted at lightning rate, expect to see more of the ‘undesigned’ trend; more colourful chaos, texture, and maximalism to contrast the AI-sameness that the algorithm will inevitably continue to push out.

Whether it’s AI pushing boundaries, retro futurism redefining nostalgia, or the raw beauty of handcrafted textures, this year’s trends challenge designers to experiment boldly while staying true to their values.

If ever there was a year to take risks, this is it. Let 2025 be the year your creativity speaks volumes.