business Strategy

April 29 2025

Why Logos Will Become Obsolete in the Next Decade

Kredo Marketing Branding, Marketing brand identity, business Strategy, design, future, logo

Hey brand builders—ready to rethink everything you thought mattered?

For over a century, the logo has reigned supreme. The golden arches. The swoosh. The bitten apple. The assumption has been simple: your logo is your identity. But what if that’s no longer true? What if logos—at least as we know them—are quietly losing their power?

This isn’t a hot take. It’s a shift already in motion.

And the next decade might bury the logo as the centerpiece of brand identity.

Let’s start with the obvious: your audience doesn’t live in one place anymore.

They float between TikTok and Discord, Slack and Threads, wearables and AR lenses. Each space has its own rules, rhythms, and visual languages. Static logos, even adaptive ones, just can’t stretch that far.

They’re not dynamic enough to speak in all those dialects. And so, brands are moving from symbols to systems, from icons to behaviors, from static shapes to living, breathing presence.

Think about it—do you love Patagonia for the mountain outline?

Or because they take a stand, repair your jacket, and speak like real people? Do you trust Apple for the logo? Or because the interface, the hardware, the rituals of interaction are so deeply baked into your life that you don’t even think about them anymore?

Logos might signal identity, but behavior defines it.

In our saturated world, we remember how a brand makes us feel—not just how it signs its name.

And brands that understand this are already moving beyond the badge.

They invest in tone, interaction, and experience.

They know your memory isn’t visual—it’s emotional.

Generative Design and the Death of Distinction

Then there’s the rise of generative design.

AI can now spit out a logo in seconds, sleek and shiny and perfectly centered.

Want a rebrand? There’s a prompt for that.

When design becomes a commodity, identity can’t be. Because identity doesn’t live in a file—it lives in how you show up, how you speak, how you respond to cultural change in real time.

In short: your brand isn’t your logo.

It’s your presence.

And presence isn’t made in Illustrator. It’s made in every micro-touchpoint—from the tone of your emails to the timing of your replies, from how your product feels in hand to how your social media sounds at 11:47pm on a Tuesday.

That presence is becoming increasingly embodied.

We’re entering an era of avatar brands and brand-as-person.

A logo can’t smile, can’t joke, can’t respond to a comment on TikTok. But a character can. A virtual influencer can. An AI mascot can.

We’re not just talking about icons anymore—we’re talking about brands with personalities, voices, even faces.

People don’t form relationships with symbols.

They form them with other people—or with brands that act like people. And it turns out that’s exactly what today’s users want: something relatable, responsive, and real.

The New Language of Brands

And while logos used to be stamps—certificates of consistency—they now need to be shapeshifters. But even flexible logos aren’t enough.

What audiences really want is adaptive presence: sonic branding, UX microinteractions, voice consistency, cultural fluency.

You can’t package that into a PNG.

But you can build it into every touchpoint that isn’t visual. The logo becomes background noise. The vibe becomes the real message. This is why modern branding feels less like architecture and more like jazz.

It’s not static; it adapts to the room. It listens before it speaks. It’s less “Here’s who we are,” and more “Here’s how we move.”

What Remains

This isn’t to say logos will vanish completely.

They’ll still live on packaging and PDFs, on app icons and merch. But they’re not the main event anymore. They’re supporting actors.

The real brand is what moves, what changes, what lingers in memory. Because the future of branding isn’t what you see—it’s what you feel when no one’s looking. It’s ambient. It’s behavioral. And it’s becoming more invisible every day.

Stay fluid,

Alex

🔥 Want to future-proof your brand?

At Kredo Marketing, we build identities that move, speak, and adapt.

💬 Let’s create something bigger than a logo.

April 29 2025

From Curators to Dictators: How Recommendation Algorithms Are Collapsing Human Taste

Kredo Marketing Unkategorisiert AI, Algorithms, business Strategy, Curators, Marketing

Hey culturonauts—ready to explore how our digital playgrounds became cultural prisons?

Once upon a time, algorithms were hailed as tools of discovery. They would surface hidden gems, match unknown creators with niche audiences, make the world a richer, more colorful place. Spotify would introduce you to obscure Icelandic jazz bands.

Netflix would suggest indie films from Korean directors. Instagram would show you an artist from Nairobi you never would have found on your own.

That future never arrived.

Engagement Over Exploration

Instead, recommendation algorithms became engagement machines. Optimized not for curiosity, but for retention. Not to broaden your world, but to enclose it.

They learned that the quickest path to more clicks, longer views, and deeper hooks wasn’t exposing you to the new.

It was giving you more of the same.

More tracks that sound like what you already like. More shows that resemble the last binge. More visuals tuned to the same aesthetic pulse.

This isn’t personalization. It’s a feedback loop of familiarity.

The paradox?

The more an algorithm “understands” you, the narrower your experience becomes.

What starts as curation turns into dictatorship. Your taste, once a constellation of accidents, experiments, and evolutions, collapses into a few dominant clusters reinforced again and again.

You don’t find new desires.

Your existing ones are endlessly mirrored back to you.

Take Spotify’s “Discover Weekly”. Initially a marvel of musical serendipity, it’s now been trained so aggressively on prior behaviors that it often feels like a polished remix of last week’s listening, not a true discovery engine.

Or Netflix’s homepage: after a few clicks, it becomes a hall of mirrors, reflecting only the genres and tones you’ve already consumed.

Even book recommendations on Amazon increasingly shove you toward bestsellers adjacent to your last purchase, rather than revealing hidden literary worlds.

The Cultural Flattening Effect

This subtle collapse isn’t just about entertainment. It’s about culture itself. When the architecture of experience rewards sameness, risk shrinks. Artists produce work more likely to “fit the algorithm.” Experimental sounds, difficult stories, messy aesthetics get filtered out before they ever reach the feed.

Result? Global monoculture dressed up as personalized variety.

The small creators lose. Niche voices get drowned. Regional styles blur into a global average optimized for passive consumption. The algorithm doesn’t just learn your taste. It trains your taste.

And we let it.

Reclaiming Human Curiosity

There’s nothing wrong with recommendations per se.

Humans have always sought guidance—bookstore owners, DJs, indie film critics.

But those curators were human. Their biases, their passions, their oddities kept the landscape imperfect, messy, alive.

Algorithms, by contrast, optimize toward one goal only: engagement at all costs.

What we lose is the space for randomness, the spark of unanticipated wonder. The transformative magic of stumbling into something that doesn’t fit, but stays with you forever.

If we want a future where culture doesn’t flatten into an endless playlist of déjà vu, we have to reintroduce friction, imperfection, chance.

We have to resist being told what we like by systems that prize predictability over possibility.

Because a culture that only feeds you what you already know isn’t culture. It’s captivity.

Until next time, stay unpredictable.

Alex

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🔥 Want marketing that respects curiosity, not just clicks?

At Kredo Marketing, we build brands that think beyond the algorithm.

💬 Let’s create a world worth discovering.