The Role of Design in Brand Perception
Design is one of the first ways people experience your brand. From the logo on your packaging to the layout of your website, these elements shape how audiences feel about your business.
According to Debbie Millman, brand strategist and host of Design Matters, "Design is the silent ambassador of your brand." Whether you choose a trendy aesthetic or a more classic style, the impression it leaves can be powerful and long-lasting.
While trendy design captures current cultural tastes and gives your brand a fresh, modern edge, it often risks becoming outdated quickly. Visual styles like brutalism, maximalism, or retro nostalgia might look compelling today, but may require frequent updates to stay relevant.
By contrast, timeless design leans on universal principles—clarity, balance, typography, white space that remain effective regardless of trend cycles. These are the foundations that give iconic brands their enduring power.
"These fundamentals apply to everything, whether you're creating a simple logo animation or a complex scene."
Expert Perspective: Know the Purpose Before Choosing the Style
Pentagram partner Paula Scher once said, “A logo is not communication; it’s identification.” A timeless design helps your brand stay recognizable, while trends might serve better for seasonal campaigns or youth-driven markets.
Design strategist Ben Crick adds, “Trends can help drive momentum. But without brand clarity underneath, they’re just noise.”
When launching a new product or event, riding a trend may be strategic. But for your core brand identity, timeless design helps establish long-term trust and recognition.
Blend the Best of Both Worlds
You don’t have to choose only one path. Many successful brands adopt a hybrid approach: maintaining a timeless core visual identity while incorporating trends into marketing campaigns, content, or seasonal updates.
This balance ensures consistency where it matters most and flexibility where creativity can shine.
Conclusion
Design is not just about what looks good now, it’s about what stays meaningful over time. By understanding when to apply trends and when to stick with timeless principles, your brand can stay relevant today and remain strong tomorrow.
At Rencang, we help businesses build brand identities that last, while keeping them fresh where it counts. Ready to craft a design strategy that fits your vision? Let’s talk.
