inspirationadsbranding

Ads of the Week for Logo Inspiration: 10 Identity Moves Brands Are Making Now

llogodesigns

2026-01-25

13 min read

10 identity moves from recent standout ads — practical logo, color, and packaging prompts small brands can test now.

Hook: Your brand needs a fast, affordable way to look like a leader — not a DIY afterthought

Small business owners tell us the same things over and over: you want a professional look quickly, you’re unsure whether to use a designer or a tool, and you need logo files and packaging that actually scale across web, print, and in-person. The ads that dominated headlines in late 2025 and early 2026—from Lego taking a stand on AI to e.l.f. and Liquid Death staging a goth musical—offer a rich blueprint for practical identity moves you can test this month without breaking the bank.

Topline: 10 identity moves brands are making now (and how small businesses can copy them)

Below are the 10 most actionable identity moves distilled from recent ad work (Lego, Skittles, e.l.f., Liquid Death, Cadbury, Heinz, KFC and others). For each move you’ll get:

a short ad analysis that explains why it worked
practical, step-by-step prompts for logo refreshes, color experiments, and packaging tweaks
quick A/B tests and measurable KPIs you can run in a weekend

Why this matters in 2026

Three trends make these moves especially timely in 2026: the normalization of generative AI for ideation (with an emphasis on responsible, human-led design), consumer demand for functional, sustainable packaging, and the rise of dynamic, platform-aware branding that shifts between AR, short-form video, and e‑commerce thumbnails. Brands that treat their logo and packaging as flexible systems — not static files — win attention and sales.

Ad analysis: what these campaigns reveal about modern identity

The recent AdWeek round-up (Jan 2026) highlighted campaigns that weren’t just creative stunts; they recalibrated identity so it could play across platforms and purposes. From Lego’s education-first stance to Skittles skipping the Super Bowl for a targeted stunt, we see five patterns: purpose-first positioning, co-branding play, functional packaging design, emotional storytelling, and sonic/motion identity. Below are the 10 identity moves built from those patterns.

1. Purpose-led identity: Let your logo carry the cause (Lego)

Ad analysis

Lego’s “We Trust in Kids” spot positioned the brand as an advocate for safer AI education. The ad didn’t change Lego’s core mark; it expanded the identity with campaign badges and educational lockups, making the logo feel part of a movement.

Actionable prompts

Logo refresh: Design a campaign badge that sits beside your logo (square or round) with the year and short descriptor — e.g., “2026: Local Makers Program.”
Color experiment: Add a trust-accent color (cool blue or warm yellow) used only for cause messaging. Run email subject-line A/B tests using original vs. cause-accented header images.
Packaging tweak: Create a limited-edition chill label with the badge and a short QR code to the cause page. Track scans and conversions for the campaign.

Weekend test: Mock up three hero images (base logo, logo + badge, badge-only hero) and run a 48-hour social ad to see which gets higher CTR. KPI: CTR and QR scans.

2. Co-branding that reads as natural (e.l.f. x Liquid Death)

Ad analysis

The goth musical crossover worked because both brands kept distinct personalities while creating a hybrid moment. The identities were modular — each brand held its ground while sharing visual cues.

Actionable prompts

Logo refresh: Create a modular co-brand lockup (two marks with shared spacing and a connecting glyph). Export as SVG for easy web use.
Color experiment: Pick one bridging color (neutralized purple or charcoal) that harmonizes both palettes and use it for co-branded collateral.
Packaging tweak: Offer a co-branded sticker sheet or sleeve for a month. Use a numbered run to create urgency.

Practical test: Partner with a local complementary business for a weekend pop-up. Track incremental sales lift and social mentions. KPI: paired product lift and Instagram saves.

3. Skip the big stage; own a clever stunt (Skittles)

Ad analysis

Skittles’ decision to skip a mainstream buy and instead stage a targeted stunt demonstrates that identity stunts can yield high media value when unexpected. The logo’s role is to be unmistakable in a single-frame moment.

Actionable prompts

Logo refresh: Create a single-frame logo treatment optimized for hero images (high-contrast, reduced detail). Export it at multiple sizes for thumbnails and billboards.
Color experiment: Test a single-spot color hero — one saturated hue behind the mark — to improve legibility in short-form video thumbnails.
Packaging tweak: Produce a “stunt” sleeve — a bold, low-cost sleeve applied to existing stock that is designed for photogenic moments.

Metrics to watch: Earned media mentions, short-form share rate, and conversion rate from the stunt-specific landing page.

4. Emotional long-form storytelling (Cadbury)

Ad analysis

Cadbury’s homesick sister spot leaned on warmth, human detail, and a typography-led lockup to anchor emotion. The logo was softened to feel handcrafted and intimate.

Actionable prompts

Logo refresh: Design a hand-lettered or sketch variant of your mark for storytelling use (labels, in-store posters).
Color experiment: Introduce a warm tonal set (muted browns, cream) reserved for long-form content and packaging that needs to feel ‘homemade.’
Packaging tweak: Add a short handwritten note area to physical packaging — a blank space for personalization — and test response via online orders.

Small brand example: A bakery can add a hand-written fill-in “Baked for: ______” on boxes. Test for repeat orders within 30 days.

5. Function-first packaging design (Heinz portable ketchup)

Ad analysis

Design solves a friction point. Heinz saw a niche problem and the brand identity adapted to highlight usability. The mark remained consistent; the packaging changed to demonstrate a real benefit.

Actionable prompts

Logo refresh: Create a simplified mark lockup for small-format, tactile packaging (embossed, single-color).
Color experiment: Use color coding for different functional variants (travel-size, resealable, refill) — keep the logo placement consistent across variants.
Packaging tweak: Prototype a functional tweak (zip-top, reusable container, portioned dispenser) and run a local user trial.

Metric: Reduced product returns and positive product reviews tied to the functional variant.

6. Nostalgia remix and archive reissue (KFC / Ramsay butter tie-ins)

Ad analysis

Brands are resurfacing heritage elements and pairing them with contemporary twists. Nostalgia can be refreshing when combined with a modern execution (motion graphics, sound design).

Actionable prompts

Logo refresh: Pull a historical element (an old wordmark or crest) and create a retro variant. Limit it to a seasonal release.
Color experiment: Create a “vintage palette” (desaturated primaries) for a time-limited product line.
Packaging tweak: Release a numbered retro run and promote scarcity. Use retro typography and kraft materials for shelf differentiation.

Quick win: Use social polls to choose which archive element to revive — engagement acts as a litmus test.

7. Sonic and motion identity (e.l.f. musical example)

Ad analysis

Audio-first creative is more measurable now — short sonic tags boost ad recall and make logos feel alive in video-first feeds. Movement-based logos also win attention in short-form platforms.

Actionable prompts

Logo refresh: Create animated SVGs for web and a 1–3 second sonic logo for video. Keep musical cues consistent across channels.
Color experiment: Use motion to transition between two brand colors in the hero animation — test whether motion increases ad completion.
Packaging tweak: Add a scannable sound tag (NFC or QR) on packaging that plays a branded sound when tapped.

Measurement: Track ad recall lift and completion rates; measure QR/NFC plays as a new engagement metric.

8. Sustainability-first cues (Liquid Death and eco-forward brands)

Ad analysis

Packaging now speaks sustainability through minimal inks, circular messaging, and design that encourages reuse. Logos are simplified to reduce printing impact and signal low-carbon manufacturing.

Actionable prompts

Logo refresh: Produce a single-color line mark optimized for recycled paper and low-ink runs.
Color experiment: Move from saturated spot colors to earthy tonal systems and test consumer perception via survey.
Packaging tweak: Offer a refill or subscription option with simplified labeling. Display a small lifecycle icon next to the logo that links to recyclability info.

Regulatory note: As consumers and regulators (especially in Europe) continue to focus on packaging claims, keep sustainability statements factual and documented.

9. Dynamic, data-driven identity (variable logos)

Ad analysis

2025–26 saw more brands using variable logos that adapt to context — location, weather, or user data — while preserving core recognition. These dynamic marks increase relevance across channels.

Actionable prompts

Logo refresh: Build a system of modular glyphs (primary mark + interchangeable token). Export versions as web fonts and SVG sprites.
Color experiment: Create rules for color substitution in email headers and ad creative (e.g., match user’s local dawn/dusk hues).
Packaging tweak: Produce a small batch of variable-sleeve packaging (city names, meetup dates) printed on-demand.

Experiment: Send two email cohorts — static logo vs. dynamic logo tailored by city. Compare open and click rates.

10. Accessibility-first identity

Ad analysis

Accessibility is no longer a checkbox; it’s a differentiator. Recent ads that prioritized legibility, contrast, and audio descriptions gained broader reach and better retention.

Actionable prompts

Logo refresh: Create accessible variants: high-contrast, large-scale, and tactile (emboss/deboss) treatments.
Color experiment: Test your primary palette against WCAG AA contrast ratios and publish the accessible palette in your brand kit.
Packaging tweak: Add tactile patterns and clear, large-type nutrition/ingredient panels. Include a QR code to an audio description of the product.

Audit: Run an accessibility check on your hero images and packaging mockups. Fix elements that fail contrast or alt-text readability.

Real-world mini case: How “Blue Harbor Soap” used three moves in 10 days

Blue Harbor Soap (fictional small-batch soap maker) used these steps to lift online sales by 28% in two weeks:

Implemented a single-color, low-ink logo variant for eco-packaging (sustainability-first cue).
Added a hand-lettered logo variant for social storytelling (emotional long-form).
Built a one-second sonic sting for videos and IG Reels (sonic identity).

They tested two landing pages (static logo vs. sonic+story) and found the sonic+story page had a 15% higher add-to-cart rate. Deliverables included SVG mark sets, a 1-second MP3, and a simple brand kit with color tokens.

How to prioritize — an actionable 30-day roadmap

If you can only run one experiment this month, pick the one that solves a customer pain point and is measurable. Use this roadmap to move from idea to testable assets:

Week 1: Customer pain audit (collect 20 customer notes, support tickets, and product feedback)
Week 2: Quick design sprint (create 3 logo variants: campaign badge, simplified mark, sketch variant). Export as SVG and PNG.
Week 3: Packaging mockups (photorealistic sleeve for current stock, one functional tweak). Produce 50 sample sleeves or stickers.
Week 4: Launch A/B test (landing page + social ads). Measure CTR, conversion rate, and social saves. Document learnings and lock the best-performing elements into a mini brand kit.

Practical design prompts you can hand to a freelancer or run with a tool

Copy-paste these briefs into a freelancer job or use them with a logo generator/AI design tool. Each is formatted for quick execution:

Campaign badge brief: Create a circular badge (400x400 px) that reads “[Brand] + [Initiative] 2026.” Export as SVG line art and PNG. Keep at least 16px inner padding around the badge.
Single-color mark brief: Provide a simplified version of the full logo that remains legible at 24px height and prints well with a single ink color. Export as SVG, PDF, EPS.
Animated hero brief: Build a 2-second SVG animation showing a color shift between two brand colors and a 1–3 second sonic sting. Deliver MP4 and Lottie JSON.
Packaging sleeve brief: A dieline-ready sleeve showing the logo on face, functional instructions on back, and a QR code placement. Include print spec notes for recycled board.

“Design isn’t decoration — it’s the fastest way to fix a customer problem.”

Metrics that prove a brand refresh worked

When you test identity moves, measure business outcomes, not just “likes.” Track these KPIs per experiment:

Ad CTR and view-through rate (for motion and sonic variants)
Landing page conversion and add-to-cart rate (logo/packaging A/B)
On-pack QR/NFC scans and resulting actions (coupon redemption, subscriptions)
Return rate and product reviews (for functional packaging changes)
Earned media value and PR mentions for stunts and cause campaigns

Common pitfalls and how to avoid them

Pitfall: Changing too much at once. Fix: Only test one identity variable (logo, color, or packaging) per experiment.
Pitfall: Ignoring file formats. Fix: Always export vector (SVG/PDF/EPS) plus optimized PNG/JPEG sizes for thumbnails.
Pitfall: Overpromising sustainability claims. Fix: Publish sourcing and recycling instructions and keep claims simple and verifiable.
Pitfall: Skipping accessibility. Fix: Build accessible logo variants and test against WCAG contrast ratios.

Future predictions for 2026 and beyond

Looking ahead, three developments will shape identity work:

Generative design as co-creator: AI tools will speed iterations, but brands will prize human curation and intentionality. Expect more “human + AI” badges in brand kits.
AR packaging experiences: Packaging will become a portal to AR storytelling — simple markers and sonic stings will be the norm for premium SKUs.
Regulated AI and verifiable claims: As AI regulation matures, brands will need to document creative provenance (who designed what), and that will influence how identity assets are licensed and credited.

Final checklist — 10 quick actions to ship this week

Create a single-color logo SVG optimized for print and stickers.
Design a one-line campaign badge and add it to your email header.
Mock up a packaging sleeve and order 50 proof sleeves.
Build a 1–3 second sonic sting and attach it to your hero video.
Make an accessible logo variant and test color contrast.
Draft a small sustainability blurb and add a lifecycle icon to packaging.
Set up an A/B test: static logo vs. campaign logo in ads.
Publish a social poll to choose a retro logo element to revive.
Partner with a local business for a co-branded weekend event.
Document all assets in a mini brand kit (SVGs, font stack, color tokens, usage rules).

Closing — Your move

The ads of the week show that identity is no longer one static file. It’s a system you can tweak to solve problems, tell stories, and win attention. Pick one of the 10 identity moves above, run a small, measurable test in the next 14 days, and treat the results as the start of a scalable brand system.

Ready to convert inspiration into real assets? If you want a focused 48-hour sprint to produce the campaign badge, single-color mark, and packaging sleeve, our turnkey logo refresh packages at logodesigns.site are built for small businesses ready to ship. Start with a quick audit and a mockup — we’ll hand off print-ready files and a two-page mini brand kit so you can run your first A/B test by next week.

logodesigns

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.