A lot of noise out there…
But getting noticed is only half the job. And when everyone’s competing for attention, it’s tempting to do something bigger, louder or completely different.
But if people remember the advert and forget who it was for, how much have you achieved?
it’s tempting to think cutting through means doing something bigger, louder or more unexpected.
But some of the brands that cut through best aren’t necessarily shouting the loudest.
They’ve become recognisable. Distinctive. The colours, shapes, typography and characters that help people recognise your business, sometimes before they’ve read its name.
And that recognition gives them something really valuable: the freedom to be creative.
Lloyds… make more of what you have
Their black horse has been part of the brand for generations, but the recent brand refresh has taken that familiar asset and given it a much bigger role. The horse can move, become playful and become part of the creative idea rather than simply sitting next to the logo. The green, typography and wider visual language all give the brand more ways to show up.
They haven’t thrown away something people already recognise just to look different. They’ve taken existing brand equity and found new ways to use it.
Heinz… let people make the connection
Heinz is a great example. Its recent ‘It Has To Be’ campaign plays with its familiar label shape and line, replacing the name with foods such as chips, toast and bread.
The audience fills in the gap. The creative works because enough familiar clues remain to identify the brand.
That recognition wasn’t built in one campaign. It comes from using those elements repeatedly, giving people time to make the association.
You don’t get there by constantly changing things.
You get there by repeating the right things.
That’s where brand consistency earns its keep. Not by making every campaign look the same, but by giving creative work something familiar to build from.
Familiar doesn’t have to mean boring
In fact, the more recognisable a brand becomes, the more freedom you can give the creative.
That’s what I think good brand design should do. Give creativity enough consistency to be recognised, to be distinctive… without holding it back.
Because cutting through isn’t about being the loudest brand in the room. You just need to be distinctive and consistent enough to be recognised.
Jack Bulut, Head of Design & Delivery
