Break Free from Blanding: Make Your Brand Memorable.
Move beyond templates with expressive identity & bold character.
The Problem with Blanding
The city never sleeps, and neither do trends. Yet too many brands are asleep at the wheel, slapping on generic templates and calling it identity. That’s blanding, a blend of blandness. Logos, colors, type, copy, even campaigns all look like everyone else. Safe, predictable, forgettable.
Brands that ride this conveyor belt of sameness aren’t standing out, they’re disappearing. Messaging gets lazy, social feeds feel like déjà vu, product presentations blur into one. Attention spans are microscopic.
Blend in, and you’re gone.
Distinctive brands? They hit harder.
They use voice, design, and story to make people remember,and care.
Expressive Design Systems
Templates are for amateurs. To break the mold, brands need expressive systems, bold type, colors that punch, motion that moves, visuals with guts.
Every element should shout personality. Every touchpoint should tell a story.
When design is intentional, it sticks.
Recognition rises. People feel something. And in a sea of lookalikes, that’s your edge.
Sonantic by Pentagram
Take Pentagram’s work for Sonantic, the UK startup making AI voices sound human. They didn’t settle for a static logo. They built one that changes with emotion, adapting to user interaction. Gradients, motion, dynamic assets, they all flex, creating a brand that feels alive.
The result? A visual identity that is striking and resonates emotionally, mirroring Sonantic’s mission to give AI a human soul.
Bottom Line
In a world drowning in safe design, playing it small is a death sentence. Expressive, dynamic identity isn’t optional, it’s survival. Infuse character into every touchpoint.
Tell a story. Make people feel.
Distinctiveness isn’t just aesthetics. It’s personality, resonance, and guts.
