Fear of standing out has both driven and been a by-product of ‘blanding’, resulting in the indistinguishable modern brands that now prevail, which are characterised by simplification, sans serif fonts and a less-is-more aesthetic.

The benefit lies in everything being frictionless, clean and simple, blanding advocates argue. But at a point when the big battle is stopping people mid-scroll, a fundamental truth is being missed. When everything ends up looking the same, personality and distinctiveness – key features that attract consumers and then persuade them to stay – are erased. For this reason, I firmly believe that the brands best positioned for success in the new era of business, heralded by AI, are those who don’t follow but buck the trends by being bold.

Boldness means different things to different people, of course. To some, it could be cutting their hair into a mohican – a familiar example of what many people might cite if asked to describe ‘a bold choice’. The dictionary definition, though, has two somewhat different takes. First, it’s a willingness to take risks (stemming from confidence and courage). Second, it’s an appearance that is strong, vivid and clear. And in branding, each is a side of the same coin.

To be clear, I’m not talking about bold for bold’s sake. Self-indulge in peacocking, and people will get tired of you pretty quickly. What I’m talking about is the kind of boldness that makes a bigger impression – boldness that leans into who you are, your culture, origin and intent, which is distinctive and authentic. The boldness that compels people to engage and want more.

This kind of boldness depends on existing hand-in-hand with something that’s all too often overlooked: the rationale behind it, which I call the ‘why’. Consider the boldness of the Jaguar rebrand that’s caused such a stir. Yes, it was exciting. Interesting, too. But was it the right kind of bold? I’d argue that when it comes to what it achieved, the jury remains out, as the rationale behind it is not clear – at least not yet.

Now consider Sandals and Beaches Resorts’ recent rebrand — a bold rejection of fleeting trends in favour of something deeper and more enduring. Rather than chasing what many might deem cool or trendy, the rebrand proudly embraces what makes this brand uniquely and exclusively ‘made of Caribbean’.

By leaning into its rich heritage, the work amplifies the brand’s vibrant authenticity and unmistakable character while thoughtfully laying the foundation for future evolution. This isn’t about conforming to a universal aesthetic but about celebrating a distinct identity that has been central to its success for decades. In this case, the ‘why’ feels instinctive — woven into the very fabric of who they are. This rework positions the brand as both rooted in heritage and forward-thinking, while clearly distancing it from trends that feel generic or overused.

So, the question brand owners and designers should now be asking themselves isn’t what’s in or out, it’s what does my brand stand for? And, how can I push the boundaries to make it stand out in a way that’s right for me? To address this, brand owners and their agencies need to understand their brands more, be ready to be more impactful, and have the courage to take risks for the right reasons.

To make bold work for you, you need a vision. It’s not about using boldness to baffle or pretend to be something you’re not

Let’s take two branding moments from last year. First, Mozilla’s playful and nostalgic rebrand. By leaning into its heritage, Mozilla reversed tech companies’ shiny, polished corporate vogue. Second, Ubisoft’s rebranding of its game Anno, which took game design in a whole new different direction. By ditching traditional kitsch and flat designs with glossy, fantastical elements for crafted, earthier elements, Ubisoft hero-ed the gaming community and its makers.

While playing safe won’t move the dial (as everyone knows), being bold will. You might not like Donald Trump or Elon Musk, but in a world where people want to understand you immediately, their bold transparency leaves you with no doubt as to what they’re about. To make bold work for you, you need a vision. It’s not about using boldness to baffle or pretend to be something you’re not. Rather, it’s about designing to break the mould when it comes to how you convey that vision and the way you show up.

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It’s about being authentically and unapologetically you, too. In today’s AI driven world, AI can only give you something based on what’s come before. So a business or brand must demonstrate they are truly unique through what they say and do and the experiences they create. And by being unique, you will ensure you make an impression – which means not just standing out but doing so in the first 15 seconds.

Burberry’s 2023 rebrand, which masterfully balanced heritage and modernity by paying homage to Britishness while at the same time appealing to contemporary audiences and challenging category norms, is a powerful case in point. The Toledo Museum of Art, with its striking T-shaped brand mark and contemporary custom typography, which ran counter to museums’ usual preference for traditional and conservative designs, is another.

You need to know the rules to break the rules (as everyone also knows – at least, in theory). But if you’re really going to challenge the norm and defy the prevailing trends, you need to break the mould. So, as 2025 gets into its stride, find who you are and put yourself out there. Reject the expected and buck the trend. Celebrate the personal, the unusual and the imperfect. Lean into being different. But above all, be bold.

Wayne Deakin is global creative principal at Wolff Olins; wolffolins.com