2024 proved to be the peak of a 1990s renaissance that has been brewing for a number of years. The decade’s casual but brash aesthetic was apparent again in fashion, music and definitely branding and design.

‘Brat’ became iconic thanks to the release of UK popstar Charli XCX’s release of the album of the same name and with it came brat green, the brash and out-there green colour of the album artwork. Design and brand agencies latched on and fluorescent colouring took over.

But 2025 promises a more muted trend, with accessible, easy-on-the-eyes colours taking over from the attention-grabbing colours of 2024. Pantone have already began this trend, naming the understated Mocha Mousse as their 2025 colour of the year, suggesting it provides a ‘relaxed elegance’.

This trend is already reaching heights, as Jaguar’s much-publicised, much-maligned rebranding has released its colour scheme, with Miami Pink and London Blue being the two primary colours chosen to push their new electric car offering from 2025.

In 2024, bold, experimental typefaces dominated, with brands favoring oversized lettering, abstract forms, and maximalist designs to create striking visual identities. Variable fonts gained traction, enabling dynamic and interactive experiences that adapted to different platforms and user preferences. The emphasis was on grabbing attention with individuality and complexity.

Moving into 2025, the trend pivots toward balance, accessibility, and storytelling. Clean, minimalist fonts have made a comeback, emphasizing legibility and timelessness. Serif fonts, once considered traditional, are now embraced for their versatility and ability to convey trustworthiness and sophistication. Brands are increasingly opting for custom typography, combining distinctiveness with functionality, to align with their unique narratives.

Accessibility is also a key focus for 2025. Designers are prioritizing readability, ensuring typefaces adhere to WCAG standards to accommodate diverse audiences. Neutral and understated typographic choices support a shift toward inclusive design practices.

In branding, typography is becoming more integrated with other design elements, such as motion and interactive features, creating cohesive and engaging user experiences. The evolution reflects a broader movement toward user-centric, sustainable, and inclusive branding in design.

Artificial Intelligence exploded in 2024. New tools popped up daily to generate creative assets, such as logo variations, color palette suggestions, and automated design templates. These tools were valued for enhancing efficiency and streamlining workflows, particularly for small businesses and non-designers.

Looking ahead to 2025, AI is starting to transition from a task-based assistant to a collaborative creative partner. Advanced AI models are starting to analyse user data in real-time to enable hyper-personalised branding strategies tailored to individual consumer preferences. This is marking a shift from static, generic designs to dynamic, adaptive visuals that evolve with audience needs.

AI’s influence is also predicted to grow further into predictive design, offering insights into upcoming trends and enabling brands to remain competitive. Generative AI tools are also advancing rapidly, creating not just static assets but also animations, immersive 3D designs, and interactive elements. Ethical considerations, such as transparency in AI usage and adherence to accessibility standards, are expected to play a larger role.

If these developments materialise, AI in 2025 will act as a catalyst for creativity, personalisation, and deeper connections between brands and their audiences.