Apple event — from a Brand Strategy perspective

Hey fellow readers!

Just got a minute to sit down and look at the recent Apple event. I will not dive into the innovations and technology introduced at the Apple event but will instead focus on a few key insights I gained from May’s presentation, particularly through the lens of a brand strategist.

2D x 3D x Motion

This trend appeared quite some time ago, but it’s clear that many brands are now fully embracing mixed realities within their brand identities. It’s not merely about injecting flat vectors into a 3D environment. Rather, it involves how different textures and elements can be mixed together. With the use of of motion design, these blended realities form a compelling narrative that is designed to captivate and hold the audience’s attention for as long as possible. This approach is bold and mature, even though it uses illustration as a base.

Logotype

While Apple is not the pioneer in “interpretational” logo design, the way they manipulate their logo for this year’s iPad launch showcases potential trends in product branding. A single symbol or logo element is used not only to represent a variety of features but also to introduce subtle “Easter eggs” that enhance viewer engagement and curiosity about the product’s capabilities. This strategy is particularly effective for companies with a broad range of products or features. If you’re a designer working with such a client, consider proposing not just varied color palettes but also multiple interpretations and adaptations of their logo. This can provide a unified yet flexible branding approach that can evolve with the company’s product lineup.

Trends

In brand development, terms like “relatable” are often used to tap into the emotions of potential users. The integration of viral content into corporate strategies provides a humorous yet insightful glimpse into how businesses can remain connected to the trends. From ASMR videos of hydraulic presses to reactions to major life events — these viral content is just everywhere nowadays. As a brand strategist, it’s important to identify which types of content resonate with your audience. By rethinking and integrating such relatable content into your brand’s messaging, you can foster a deeper connection with users.

“The Wink”

Let me touch on a memorable moment — the fourth wall break by John Ternus, paired with his almost robotic walk, which was absolutely unexpected. But let’s turn this unusual experience into a positive outcome. This moment underscores the importance of brands being able to surprise and engage their audience in unexpected ways. As a designer or brand strategist, ensure that your client’s brand not only communicates in the language of its customers but also knows when to introduce a playful element to shake up the routine. The emotional journey a brand takes its users on shouldn’t be monotonous; occasionally, it needs to refresh the interaction with a “wink” — a clever nod or twist that reignites interest and emotion in the brand.

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See you around!