Most businesses refresh their branding at some point, but constant redesigns can confuse customers and dilute brand recognition. A strong visual identity should evolve naturally while maintaining a clear, recognizable foundation.
This doesn’t mean ignoring trends—it means incorporating them intentionally while keeping the core of your brand timeless. Here’s how to create a design system that will still feel fresh in five or ten years.
1. What Makes a Design Enduring?
Some brands stay relevant for decades without needing a complete overhaul. The key is building a strong foundation based on clarity and adaptability.
Keep It Simple, But Not Generic
- Lemaire – A minimal yet expressive wordmark that feels distinctive rather than sterile.
- Aesop – Refined, structured branding that doesn’t rely on trends yet feels modern.
Consistency Creates Recognition Your brand’s visual elements should feel cohesive across every platform—packaging, social media, website, and product design.
- Hermès – The signature orange and restrained typography create an unmistakable identity that hasn’t changed for decades.
- Byredo – A brand that applies clean yet striking aesthetics consistently across product design, website, and campaigns.
Your Branding Should Work Anywhere
- Glossier – A simple wordmark that translates seamlessly across product packaging, digital platforms, and merchandise.
- 032c – A bold yet flexible design that works across its magazine, clothing line, and collaborations, proving that branding can evolve without losing identity.
Timeless design isn’t about playing it safe—it’s about building something recognizable that can evolve over time.
2. Using Trends Without Looking Dated
Trends aren’t inherently bad, but using them without a solid foundation can make a brand feel temporary.
Examples of Thoughtful Trend Incorporation
- D.S. & Durga – Typography and color palettes evolve subtly over time while keeping the core branding untouched.
- Jacquemus – Experiments with seasonal campaign visuals but maintains its minimal yet playful typography and logo.
Trends That Date Fast Some design styles get overused quickly, making brands feel generic:
- Extreme minimalism in the 2010s – Many brands stripped away too much personality, leading to a sea of bland, indistinguishable wordmarks.
- Post-modern maximalism in the 2020s – The resurgence of clashing colors and chaotic layouts feels fresh now but may quickly become overwhelming.
How to Decide If a Trend is Worth Using Before incorporating a trend, ask:
- Does this align with our brand’s core aesthetic and values?
- Would this still make sense in five years?
Trends can refresh a brand, but they shouldn’t define it.
3. Design Principles That Stay Relevant
Typography Choices That Feel Fresh for Years Avoid defaulting to Helvetica, Garamond, or Futura—there are stronger choices for creating a distinct identity.
- Suisse Int’l – A modern sans-serif with just enough character to feel fresh.
- ABC Diatype – A highly readable but distinctive font used by brands like Rimowa.
- Canela – A serif with softness and warmth, used by brands like Chloé and Isabel Marant.
Color Palettes That Build Brand Recognition Instead of defaulting to common color associations, consider how color reflects your brand’s unique story and cultural context.
- Cultural context – Deep burgundy evokes history and craftsmanship in some markets but signals luxury in others.
- Materiality – Officine Universelle Buly incorporates colors inspired by aged parchment and traditional packaging rather than relying on digital color trends.
- Unexpected contrast – Comme des Garçons primarily uses black and white as a foundation but experiments with bold colors in collaborations and seasonal collections, keeping the palette fresh while retaining its identity.
Logo & Layout Adaptability A good logo should work in multiple contexts and sizes without losing clarity.
- Blue Bottle Coffee – The company has maintained its distinctive blue bottle logo since its inception. While there have been refinements to their branding and packaging over the years, the core elements of the logo—the blue color and bottle shape—have remained consistent.
- The Row – The Row avoids overt logos, instead using understated typography and muted color palettes to convey its minimalist aesthetic.
A well-structured brand identity allows for evolution without losing its core elements.
4. When & How to Evolve Your Branding Without Losing Recognition
Some brands make the mistake of holding onto outdated visuals for too long, while others change too often, losing brand equity.
Refining vs. Redesigning Instead of a full rebrand, many companies succeed by making small, thoughtful updates:
- Maison Margiela – Updated its wordmark while maintaining its signature numbered label system.
- Yves Saint Laurent to Saint Laurent Paris – In 2012, Yves Saint Laurent was rebranded to Saint Laurent Paris under Hedi Slimane, adopting a modern and minimalistic aesthetic while retaining its core brand heritage.
Create a System That Allows for Updates If your branding is too rigid, it can’t evolve naturally. A flexible design system includes:
- Alternate logo variations – Wordmarks, monograms, and secondary marks for different placements.
- Defined but adaptable typography – A primary typeface but room to introduce supporting fonts.
- A core palette with expansion shades – Keep the foundation but allow for seasonality.
Final Thought: Is Your Brand Built to Last?
Look at your brand’s current design and ask yourself:
- Does it feel cohesive and recognizable, or does it blend in with every other brand?
- Can it evolve naturally without losing its essence?
- Does it still reflect where your business is today and where it’s going?
If your branding doesn’t feel aligned or future-proof, it might be time for a thoughtful refresh—not a complete reset.
Want a brand identity that will stay relevant and adaptable as you grow? Let’s create something built to last. Start here.