Let’s not pretend we haven’t noticed.
Every other rebrand lately looks like it was pulled from an old Dribbble archive.
You know the style—flat icons, soft gradients, suspiciously circular sans-serif fonts.
It’s 2025 but everything’s dressing up like it’s 2016 again.
What’s going on?

When In Doubt, Brands Time Travel

Rebrands aren’t new.
But lately, they’ve stopped pushing forward.
Instead, they’re dusting off trends from a decade ago.
Are we nostalgic? Lazy? Or just scared of standing out?

I see big brands hit “refresh” and somehow come back with the same safe UI look.
Clean layouts. Rounded corners. Slightly blue logos.
It’s like every brand is trying to be your favorite productivity app.

Don’t get me wrong.
I love minimalism as much as the next designer who hoards white space like treasure.
But when every identity looks the same, is it even branding anymore?

I get clients who say, “We want a modern look.”
Translation: “We want to look like Slack had a baby with Notion.”
That’s not modern.
That’s muscle memory from a design era we forgot to exit.

Are We Designing For People or for Screenshots?

Let’s be real.
A lot of design choices aren’t about the customer.
They’re about the pitch deck.
Or the brand’s Instagram grid.
Or the fake prototype someone made in Figma to feel productive.

Design today chases aesthetics over meaning.
Looks clean? Ship it.
Got pastel gradients? Trendy enough.

But what does it say?
And more importantly—who is it saying it to?

Your user doesn’t care that your new logo has perfect kerning.
They care whether it still feels like you.
Rebrands that try too hard to be “tech-forward” often leave their actual identity behind.

If your business is selling homemade jam, maybe don’t rebrand like a fintech app.
Unless your jam offers contactless payments.

Safe Design Is Just Boring in Disguise

Here’s the issue:
Design teams fear taking risks.
They want to play it cool, fit the mold, stay “professional.”
But professional has become code for “boring and forgettable.”

I’ve seen brands shave off every bit of personality just to land in the same trend bucket.
You know what that gets you?
Zero attention.
Zero loyalty.
And a logo that looks like you copied from a Webflow template.

There’s a difference between timeless and tired.
Some of these rebrands feel like they’re afraid of being unique.
Design isn’t about safety.
It’s about signal.

You need to stand out—not blend into a grid of pastel competitors.
And if that means your logo has a little edge, good.
Sharp corners build memory.

My Clients Come to Me When They’re Done With Beige

I’ve worked with clients across industries, across continents, across questionable color preferences.
They all want one thing: to be seen.
Not just liked.
Not just trendy.

Seen.

When clients reach out to me at Visuals By Alee, it’s usually after they’ve tried the safe route.
They followed the trend.
They used the clean font.
They got the polite applause and zero results.

Then they come to me for something different.
Not wild. Not random.
Just intentional.
Design that speaks to their audience, not to a Pinterest moodboard.

Design Should Age Like Wine, Not Yogurt

Great branding doesn’t feel dated in six months.
It holds up.
Because it wasn’t based on what was popular—it was based on what was real.

I tell clients to stop copying what’s “in.”
Focus on what’s true.
Your audience doesn’t need another soulless interface.
They need something that makes them feel something.

Yes, I’m a fan of clean design.
But only when it actually means something.
Simplicity should serve clarity, not kill character.

If your brand looks like an app from 2016, ask yourself—does it even deserve to be in 2025?

You Don’t Need a New Look, You Need a Clearer Voice

Rebrands fail when they’re surface-level.
Change the logo.
Tweak the color.
Post a LinkedIn update about your “bold new direction.”

No one cares.
Because you didn’t actually change.

Great design isn’t about looking new.
It’s about sounding right.
Feeling aligned.
And helping your audience recognize you instantly—even with their eyes closed.

That’s the kind of work I do at Visuals By Alee.
Branding that doesn’t just update your look.
It updates how you’re understood.

TLDR for Your Short Attention Span:

• 2025 brands look like 2016 apps

• Safe design is everywhere and it’s boring

• Clients want to be seen, not sanitized

• Real rebrands speak, not just sparkle

• Beige won’t make you unforgettable