Doesn’t it seem that despite being surrounded by ‘good design,’ creativity has hit a curious plateau? That, with each corporate rebrand, organizations seem to be trading in their individuality and differentiation for what they think constitutes ‘good design’?
Make no mistake, we’re genuinely happy to be done with busy website backgrounds, tiny text, web 2.0 gradients and borders — especially borders. And, there’s no question that we all benefit from intuitive, accessible platforms and beautifully crafted products. That said, this rising tide hasn’t come without its setbacks: The downside of an entire generation of designers drinking from the same hose of inspiration is ubiquity. So here we are: well into what some are calling the age of Blanding.
What’s wrong with a beautiful — if unoriginal — brand, you might ask? In short, an indistinguishable brand — no matter how foxy — is a vulnerable brand. When your strongest advantage is only skin deep, it ultimately doesn’t take much to have it scratched away. In the words of Warren Buffet (someone who knows a thing or two about spotting genuine differentiators at the corporate level), “Only when the tide goes out do you learn who has been swimming naked.” And in case you haven’t noticed, the economic tide is receding, revealing the vulnerabilities of brands that chose conformity and beauty over courage and substance.
If you’re reading this thinking “well, shit… that’s me,” you’re not alone. A study sponsored by JKR found that just 15% of branded assets tested were truly distinctive—a frightening notion when combined with the reality of a looming recession—and the inevitable race towards commoditization that comes with it.