Does it Stand the test Of Time?

Good design is sensitive to time.

Ideally, we’d want a design that is timeless. However, that is not always necessary or even advised. It depends on what the design is trying to accomplish and its life span.

If we’re designing a webpage for a product that will be replaced or updated in two years, for instance, it probably makes sense to take advantage of the trends of the year to get ahead. This will help our design seem contemporary, modern and relevant. Our designers try to stay ahead of the curve and see where the trends are going. There’s nothing worse than catching the wave too late.

On the other hand, if we’re talking about a logo that is supposed to last for years or decades, then we will avoid design fads that come with a short expiry date. If we look at well-known logo redesigns like the Starbucks logo, the trend is to make them simpler as time passes, thus the simpler you make it, the longer it will last.

Starbucks logo iterations from 1971, 1987, 1992, 2011

To pass this checkpoint, we need to understand what the lifespan of the design is, then we will analyze and judge it accordingly.

Is the design appropriate for its lifespan? If so, hang in there, there’re only two more checkpoints to go. Stay tuned!

Design, Graphic Design


Henry is an experienced Creative Director/Visual Designer with over 12 years of design and art direction. Henry is a sharp conceptual thinker, outstanding visual and strategically focused designer with proven leadership abilities. Henry is a hands-on leader with a creative approach to strategy development.

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