A major shift in branding is happening now.

Until recently I had it drilled into my brain that a brand always followed a strict set of guidelines, especially when it came to using a color pallet. But with today's competition, the effort to be heard over all the buzz online and in stores has pushed designers to find bolder ways to getting brands to stand out from everything. More and more companies are integrating multiple brand color schemes, and finding major success in response.

EXAMPLE 1: SPOTIFY

Spotify started adopting this change in branding a few years ago across all marketing efforts and brand standards. They found their inspiration from diving into music history. In fact, designs from album covers from the 60's influenced the duotone graphics they are so well known for today.  

EXAMPLE 2: EBAY

Ebay partnered with Form& to define a new language for experiences. They released the logo from its four color treatment, designing a system where the logo could become a symbol of how diverse ebay is.

EXAMPLE 3: DROBOX

Dropbox was directly inspired by Andy Warhol. They have created what feels like an endless amount of color combinations with loud unique artwork. Their goal was to create a system that would allow them to experiment over time and not operate like brand police.

Spotify does a nice job of balancing color palettes when applying this trend. They don't complicate it with endless color combinations and use this simplicity to allow their messaging to take the spotlight. I think Ebay has the best execution with this trend. Their guidelines supply a grid system and mood color palette options for a more modern twist. Dropbox seems very random and loud. They complicate their guidelines and leave things open for evolution of the brand which can lead to confusion for users. One thing all three companies do well with this trend is that they have created a diverse brand that has allowed their logos to become symbols, all while standing out in a vast sea of marketing efforts on digital platforms and more.