New identity or copied play-safe identity?

Past summer I lost my debit card, so I want to the bank and get a new one. At first I did not cheked out but then I found the design pretty bold and without personality. Then the main baking company (Bimbo) that had not change its image for years did so... and again was a bold decision. Personally I love Helvetica and super clean yet well think ads, but ultimately I am starting to think that this has become a go bold do not ask fashion in the desing world.