The biggest brand trends coming in 2026

In 2025, a trend emerged of "butthole logos" adopted by AI companies, signifying a lack of originality. The design world grappled with a politically charged era influencing marketing strategies. In 2026, designers anticipate a response to AI, exploring the use of "just-exactly-not-quite-right" aesthetics, emphasizing imperfections. The article highlights the rise of micro-epics as a concise form of storytelling in a world of shrinking attention spans. A renaissance of craftsmanship is also expected, showcasing detail and skill in opposition to automated design. The AI logo trend continues, with companies embracing similar, forgettable visuals for legitimacy. The industry sees a shift with new talent emerging as traditional structures decline. Democratic tools are making design accessible, raising the bar for brands. Successful brands will prioritize strong positioning and differentiation. Experts predict more marketing noise from AI, but also see a return to foundational brand-building. Designers are urged to be proactive in shaping the narrative around AI's ethical and practical implications.