Do you know what you want your brand to be? Is your current brand truly unique, or is it an odd collage of what you think will get your products sold? If your answer is yes, then it’s an overactive compilation of elements that clash. And that’s the problem with hyperbranding. All this achieves is a muddled mess that appeals to no one. This applies not only to visual branding, but also to the copywriting used in promotion.
This doesn’t mean that all brands need to opt for stripped down look and feel, but simplifying what you want from your brand will make things easier for everyone. Think of a brand as a house, it needs a good foundation, structure and cohesive design. McMansions are commercial houses that are low quality and often mixes architectural styles without creating a cohesive style. The end result is a monstrosity that is supposed to evoke wealth. Hyperbrands are a little bit of everything. They borrow color schemes, fonts, icons and elements to create something that is completely outrageous. They are the McMansions of branding.
How can you stop yourself from falling into this trap? McMansions suffer on the real estate market because they are hard to sell. They are impractical, too large and are too expensive for their value. No brand should be put into those categories. When McMansions are sold, a large number of them are bulldozed so new structures can be built. Does this mean that your brand needs to start from scratch instead of undergoing a light rebranding? It depends. Some houses can be remodelled, but in some cases, starting with a blank canvas is the best option.
Always look for a professional when you need help. Branding experts exist for a reason.
Lines are the simplest event of design. Every design is made up of harmonious lines that create shapes. The negative space around them is just as important for balance. It is often underused and misunderstood during the creation of visual hyperbrands. Not only should every element have a purpose, but each element should be able to work together. A jumbled design will be obvious because of the lack of cohesion. The most abstract aspect of design is color. It creates contrast and emotion. Yet, if there is a busy design and the colours are too stark, it can create a visually confusing design.
When there is too much invested in a brand design, it can become too complex. Not all elements should be sentimental or have a secondary meaning. Sometimes, a line is best left as a line rather than something that must be tweaked to represent something else. You might want your brand to be opulent and luxurious so you’d excessively use all the elements that you associate with luxury to try to drive home your point. Instead, it will do the opposite.