Almost every new branding client who books with me says they want to make sure their brand is timeless. But what does that even mean? I want to dig into this idea and share some thoughts on what makes for timeless branding design.
What’s in a word?
The difficult thing about initial discovery calls is that sometimes the buzzwords that we use to describe branding are so overused that they’ve lost all their meaning. A great example is the word “minimal”. Many clients request minimal branding design, but they can mean completely different things when they say “minimal”.
All of the designs below were results on Pinterest for “minimal branding”, and while yes, they are all minimal, they each have a very different feel.
(P.S. — peep my minimal branding Pinterest board here!)
So what does timeless mean?
Here is my take on a TIMELESS high school essay introduction. *Ahem* — Oxford dictionary defines timeless as “not affected by the passage of time or changes in fashion”. Synonyms include lasting, enduring, classic, ageless, and unchanging.
When someone asks for timeless branding, I start to suspect that they might mean “classic”, but in a very specific sense — I might envision neutrals, black and white, and preppy, old money vibes. I expect them to want a design that is mainly typography with minimal imagery and no flowery touches. But while that is a beautiful aesthetic, even that design style in itself can become a trend that comes in and out of style in branding. I want to ensure every brand identity I design is timeless, regardless of its aesthetic.
Withstanding trends
Timeless branding design matters because trends come and go FAST. We’ve seen micro-trends pop up in fashion, home decor, technology, photography styles, design, and beyond, and the trend cycles seem to get faster and faster by the year. Even in just the past four years that I’ve been a freelance branding designer, I’ve seen so many trends come in and out of style in branding. Yes, trendy can be fun, but if one thing SHOULDN’T be trendy, it’s your branding.
You are multifaceted business owner — your branding should be the same.
In my opinion the best way to approach trends with branding is to never stick to just one. Your brand can and should be more than just one thing. For example, I love all the colors of the rainbow, but I don’t wear bright colors pretty much ever. Both are parts of my brand, and I can tie those things together in a way that’s uniquely mine.
Your brand should never be JUST one thing. Is your ideal aesthetic really just boho? Or if you’re truly honest with yourself, is it actually some sort of cross between adventurous, coastal cowboy, dainty, dark and moody, AND boho? Do you really only want to use neutrals? Or is your heart drawn to a risky color? If you’re more of a mixed bag, embrace that. Own it. As a branding designer, I love to put all the puzzle pieces together and create something that mixes all sides of you AND what your target audience wants, so that the result is uniquely perfect for you and your business.
Making your mark
Timeless branding design matters because rebranding every year isn’t just expensive, it’s confusing for your audience. Think of the most memorable brands you know. They stick out in your memory because they’ve likely used the same logo for decades. Timeless branding design allows your customers to make quick connections and connect your visuals to a feeling, a person, or a vibe. Over time, they’ll be able to subconsciously decide they like you when they see your content before they even read a word — because they know how your visual identity makes them feel.
BUT even those iconic brands can make shifts in their visuals year to year. I believe this is the sweet spot. With every brand I design, I ensure there’s some wiggle room to evolve and grow over time, so you’re not stuck in one strict niche for the rest of your business’ life. I also just avoid overly trendy tropes that I know won’t last.
It isn’t hard to design a boho logo, or a minimal logo. You can do that with cheap or free DIY methods, and there’s no shame in that if you’re just starting out in your small business. But a branding designer can use strategy, research, design expertise and diverse inspiration to craft a brand identity that is perfect for your business and will stand the test of time.
