Timeless vs. Trendy Design: Finding the perfect balance for your brand
Let's be honest- we've never seen trends come and go as fast as they do today. And while I love keeping up with relevant trends, there's one type of trend that needs a healthy balance:
Design trends.
As we know, brand design isn't just about making things look pretty; it's about creating a lasting impression that resonates with your audience for years to come. That's why I'm all about timeless design.
My philosophy at AllieMarie Design is that a timeless approach is fundamental to your brand- guaranteeing durability and longevity.
Timeless design creates lasting impressions more effectively than design trends that come and go with time, ensuring your brand remains memorable and impactful well into the future.
But hey, I'm not here to bash trends entirely. They can bring a fresh twist to your brand and add interesting layers of relevancy!
However, when it comes to embracing design trends, we can't just focus on what's on the rise right now. We need to be thoughtful and intentional because brand design isn't a quick fix – it's about long-lasting results.
So, what's the secret to incorporating design trends while maintaining a brand that stands the test of time?
LET’S BREAK IT DOWN:
Ensuring Alignment with Brand Identity:
When integrating design trends, it's crucial to consider how they align with your brand's identity and values. Trends should enhance rather than overpower your core style.
With each branding project I take on, understanding the brand's values, goals, and overall vibe is critical to deciding what design elements will work best in communicating who they truly are- whether that's timeless or trendy! By doing this, any design trends that are used feel complimentary to the overall brand design.
In other words, we're not trying to fit a square peg into a round hole by using design trends that just aren't the right fit for your brand. However, the principle works the same the other way too...
If there are design trends that make sense with your brand's goals, values, and personality, by all means, they can be used!
Here’s a good example:
KDL Enterprises is a woman- and family-owned building materials company in the Pacific Northwest that manufactures railing systems and skylights. Krista at KDL wanted to create a brand that felt timeless and authentic to their values, mission, and goals, but she also loved the vintage aesthetic- a very hot design trend that's popped up over the years.
After considering who the brand was at its core, vintage-inspired typefaces and design elements made sense for this family-owned company. It wasn't a force to try to fit this vintage vibe into their branding. It felt like we were conveying the trustworthiness, reliability, and high-quality products and customer service that KDL had fostered over the years.
Connecting with Your Audience:
Your audience is another key to determining whether a design trend is right for your brand – you have to understand them on a deeper level to connect with them through visual branding. Before embracing a trend, consider whether it resonates with your audience and enhances their experience with your brand.
If you know your audience is a younger demographic that's immersed in trend culture, go full force into the popular design trends!
But if your audience isn't looking for the latest and greatest product, but a solid, trustworthy service provider instead, consider setting aside the design trends - at least a little bit.
Here's another example from one of my clients:
Meenadchi is a somatic healing practitioner who helps her clients reconnect with the intuitive wisdom of their bodies so they can achieve healing for generations to come and an elevated sense of purpose and alignment. She was seeking a new brand to help ground her and spring her forward into this next phase as she shifted her focus to 1:1 work and serving clients at a higher price point.
She knew the clients she wanted to work with were looking for quantum leaps, pivotal change, and expansion in their lives- so we needed visuals to communicate that desire to them.
While all the elements of her brand communicate to her ideal client, the use of gradients in her brand design felt like the design trend we needed to incorporate to evoke the expansiveness of her brand.
Gradients are popping up frequently in brand design right now — but in Meenadchi's case, it made sense for her audience and her goals! She also loved the idea of using gradients in her brand design, so I wanted to honor her preference as well.
Practical Implementation:
Another thing to consider when adding design trends to your brand design is the practical, everyday implementation:
Are you going to use long-term support from a designer to effectively use your brand across your client touchpoints?
Can you use the more trendy elements sparingly or in a way that makes sense for your brand on your own?
Do you need a more timeless brand that can withstand the ever-changing design trends and is easier to implement on your own?
These are all important questions to ask when considering using design trends in your branding.
At the end of the day, authenticity is key.
You don't want to be a carbon copy of a brand that works for a different audience just because they used a popular design trend – you need to be YOU.
Trends come and go, but your brand should stand the test of time – your people should instantly recognize it as YOU.
Ready for a fresh brand that still feels timeless?
My holistic and collaborative branding process is designed for mission-driven businesses who want to create a timeless visual brand that conveys your story, shines a light on who you are, and meaningfully connects with your community.
If you’re feeling a tug, it may be time… I’d love to chat more about how we can reach your branding and marketing goals!
YOU MIGHT ALSO LOVE…
