This does not define how interesting a brand can be. Many modern brands use controlled visual styles to evoke tension and rebellion. This shows us what categories may relate to your brand – but they won’t restrict you.

Control

• Minimal: grid layout, hard edges, repetition
• Calming: soft shapes, central alignment, less contrast
• Vintage: layers, stacking, details

Surprise

• Urban: variety, contrast, angles
• Youthful: offset alignment, freehand shapes
• Avant-garde: overlaps, high contrast, experimental