Beige Branding Needs To Die (There, I Said It)

The whole point of creating a brand is to be memorable. To make an impact. To say something, to stand for something. 

So why are we still seeing so many neutral, uninspiring brands? 

Beige might have once felt clean and subversive, but it’s now become the standard for many new startups. A neutral colour palette absolutely has its place, but it shouldn’t be the default, slapped onto the page because you’re too scared of alienating anyone with a bold colour choice. 

This comes back to my philosophy and why I prefer to create legacy brands, rather than brands based on current trends. 

I’m interested in the founder who wants this business to be their life’s work. The visionary who’s trying to change the world. The disrupter who’s making waves in a stale system. 

These endeavours take time, and I don’t believe it’s necessary (or even good for brand recognition) to rebrand every few years once the trends change. 

Instead, I like to dig right into the heart of who you’re trying to help, who needs to know about the brand, and how you want to make people feel. These things rarely change much over time and are a solid foundation for building a brand that will last. 

Here’s to making bold moves in design and in life.