"Standing out from the crowd in branding: Insights from BUCK's Ben Langsfeld on the importance of not following trends"
BUCK Emphasises the Importance of Details in Branding Design
In a forward-looking move, global creative company BUCK plans to continue pushing boundaries in communication, exploring innovative ways to connect on both current and future platforms. According to Ben Langsfeld, the Chief Design Officer at BUCK, the significance of details in branding design lies in their ability to communicate genuine care and create authentic brand worlds that customers are drawn to engage with.
Details transform design from mere functional interaction into moments of connection and wonder, fostering trust and demonstrating a brand's understanding and value to its audience. A prime example of this can be seen in Airbnb's branding, where a seamless, frictionless user experience combined with consistent visual signals across advertising creates an immediate sense of trust and belonging. This stands in stark contrast to traditional hotel booking experiences, which often feel confusing and fragmented due to inconsistent details across platforms.
Langsfeld cautions against blindly chasing trends without paying attention to authentic detail, as this can lead to confusion or backlash. Uber's 2016 logo change, Kraft's 2009 logo update, and Animal Planet's 2008 redesign are examples of this, losing clarity, user recognition, and alienating fans respectively.
In essence, details in branding design are key to creating authentic, trustworthy, and memorable brand experiences that resonate deeply, rather than following fleeting trends or superficial changes.
BUCK is part of Residence, a network of like-minded companies operating in various creative spheres. The company has worked with iconic brands such as BBC, Pepsi, Apple, and Google, and is not just reacting to what clients ask for, but helping them discover possibilities they didn't know existed and make better decisions when it matters most.
Recently, BUCK showcased their commitment to detail in a ramen animation project. The animation, created using Maya for layout, Houdini for the noodle and broth simulations, and V-Ray for rendering, aimed to create something that felt delicious, intentional, and full of life, rather than striving for photorealism.
BUCK's team members find B Corp values to be integral to how they define their work and identity. The B Corp community is close-knit, and BUCK has had great discussions with other certified companies about future collaborations. The B Corp certification has led to significant shifts in BUCK's approach, including taking ESG commitments more seriously and creating impact reports that scrutinise everything they do.
Ben Langsfeld, the Chief Design Officer at BUCK, is a respected figure in the industry, having guest lectured at D&AD and Future London Academy's Future of Branding. His experimental edge and strategic thinking keep BUCK's work feeling fresh, building on 21 years of pattern recognition and a reputation of pioneering new techniques and novel storytelling practices.
Langsfeld believes that putting craft front and centre is crucial, even if it means taking risks like a close-up ramen shot as a flagship moment. He does not specify whether he prefers a unique or trend-based approach to branding, but he emphasises the importance of details, whether consumers consciously or subconsciously notice them or not.
In conclusion, BUCK continues to push the boundaries of design and branding, emphasising the importance of details in creating authentic, trustworthy, and memorable brand experiences.
- BUCK, a creative company, focuses on details in branding design to create authentic brand worlds that customers are drawn to engage with.
- Details in design can transform functional interaction into moments of connection and wonder, fostering trust and demonstrating a brand's understanding and value.
- Airbnb's branding, with its seamless user experience and consistent visual signals, is a prime example of details creating an immediate sense of trust and belonging.
- Blindly chasing trends without paying attention to authentic detail can lead to confusion or backlash, as seen in Uber's 2016 logo change, Kraft's 2009 logo update, and Animal Planet's 2008 redesign.
- BUCK's team members are committed to the B Corp values and have had great discussions with other certified companies about future collaborations.
- The ramen animation project by BUCK, created using Maya, Houdini, and V-Ray, aimed to create something delicious, intentional, and full of life, rather than striving for photorealism.
- Ben Langsfeld, the Chief Design Officer at BUCK, is a respected figure in the industry, known for his experimental edge, strategic thinking, and 21 years of pattern recognition.
- Langsfeld emphasises the importance of details, whether consumers consciously or subconsciously notice them or not, and believes that putting craft front and centre is crucial even if it means taking risks.
