It's important to know your competition. You can learn what they're doing right, and what the market wants. You can also learn what you could be doing better than your competition, and how to make yourself stand out from them.
When designing your visual brand, it's equally important to know the industry trends. Educating yourself on the visual language being used in your space allows you to speak in ways your target audience is familiar with, while also avoiding looking like a clone of a someone else's business.
With that said, this month I researched visual brand "trends" for copywriters.
I use the term trends loosely, because what I'm looking for is patterns and similarities among top-Google-ranked businesses, not necessarily new visual brand styles.
Copywriters write text (copy) for advertising, marketing, and other business publicity materials, and for these visual brand examples, I looked only at freelance copywriters, not agencies that include copywriting services.
Across the board, copywriters stuck to text-only logos, with a rare few adding small icons. Focus on words as visual elements makes sense for writers.
Black and White
Quite a few writers kept their color palette black and white, with the only colors being from work examples, such as videos. The minimalist palette kept their portfolio from feeling too colorful, and allowed the work examples to be the focal point. This palette was most popular for copywriters who work primarily in video advertising.
Cool Primary Color
Another popular and simple color palette was choosing one dominant, usually cool, color and supplementing it with gray tones.
Bright Primary Coolers
The bolder copywriters leaned towards a color palette featuring 2-3 primary colors - red and yellow, yellow and blue, or blue, red and yellow.
Multi-weighted San Serifs
San serif families were a popular and practical choice, with the bolder weights serving as headers, while the lighter weights worked as body copy.
San Serif and Serif
Bold san serif headers were often paired with traditional serif in a way that hinted at classic newspaper pairings.
Serif and San Serif
On the flip side, bold serif headers were paired with simple san serif body copy. The serif headers still reflected traditional journalism, but the bulk of the text remaining in san serif made the pairing feel modern.
So what do you do with this information, as a copywriter?
For starters, if your entire visual brand was just described by these trends - figure out how you can stand out.
I don't recommend avoiding all of these trends in your visual brand - they're working on some level for many different copywriters. But you can take what's working and add your own twist to it.
Let me know in the comments below: what industries do you want me to research visual brand trends in next?
Are you a copywriter who needs to update their visual brand? Check out my Noteworthy Visual Brand Starter Kit.
I'm a brand designer who helps business owners who are tired of their marketing efforts just pulling "okay" results. I help them stand out and be remembered online by designing them a Noteworthy Visual Brand that attract their ideal clients - effortlessly.