GoKawiilBranding experts argue visual polish alone no longer differentiates corporate identities
A commentary piece traces corporate identity design back a century, noting that early visual identities were built by craftspeople with deep expertise in applied arts. It argues that today, having a polished visual identity is no longer enough to set a brand apart from competitors.
GoKawiil's interpretation of the reporting above, not reported fact.
This suggests that in a market saturated with well-designed logos and identity systems, aesthetic quality alone may no longer be a competitive advantage. The implication is that brands may need to invest more in meaning, purpose or narrative to capture attention, though the piece does not quantify how this shift affects business outcomes.
- Early 20th-century corporate identities were built by skilled craftspeople and artists.
- The piece argues visual polish is now a baseline, not a differentiator.
- Brands are advised to focus on meaning and purpose rather than just aesthetics.
Source: fastcompany.com, 2026-09-23
Published there as: “It doesn’t matter if your brand’s visual identity looks good”
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