Visiting La Nave's recent exhibition at IVAM, Valencia, was truly crazy. The identity designs from the 1980s on display there were really impressive. They seemed new - truly timeless.
La Nave was a group of designers born out of a merger between two studios, Caps i Mans and Enebece (NBC). This diverse group of 11 professionals, ranging from industrial and graphic designers to visual artists, architects and surveyors, included talented individuals such as Eduardo Albors, Paco Bascuñán, José Juan Belda, Carlos Bento, Lorenzo Company, Sandra Figuerola, Marisa Gallén, Luis González, Luis Lavernia, Nacho Lavernia and Daniel Nebot.
What stood out was the timelessness of almost all the designs. My attention was drawn to the brand identity designs realised for numerous companies in the autonomous regions of Spain. These designs were needed to provide new political and social institutions with refreshing imagos, and to modernise old institutions burdened with the grey aura of dictatorship and restore their prestige in Europe.
In a world that is constantly changing, creating a timeless brand identity design is a true art. Companies strive to make a lasting impact, regardless of trends and passing hypes. It is the ultimate expression of a lasting and powerful brand identity. Here, we take a brief look at the essence of timeless brand identity design and why it can also be a worthwhile investment for your business.
What is timeless brand identity design?
Timeless brand identity design is about creating a visual identity that stands the test of time. It transcends fashion trends and has a deeper meaning that reflects a brand's core values and mission. It includes elements such as the logo, colour palettes, typography, graphics and other visual components that make up a recognisable brand image.
Why is it important?
Eternal relevance: Timeless brand identity design is designed to stay relevant regardless of changes in the market. It avoids trends that come and go quickly and instead emphasises the fundamentals of the brand. A timeless design does not age and retains its strength over time.
Consistent recognisability: A strong brand identity design ensures consistent recognisability. By creating a timeless design, a brand builds a visual identity that is immediately associated with its name, values and products or services. This builds trust and loyalty among the audience.
Flexibility and versatility: Timeless designs can adapt to different platforms and media, both online and offline. They are versatile enough to work on websites, social media, print and other channels. A timeless design allows room for growth and evolution without compromising brand consistency.
Cost-saving: By investing in timeless brand identity design, a company avoids the need to constantly change the design based on new trends. Creating a strong brand image from the start saves money in the long run and minimises the need for frequent rebranding.
How do you create timeless brand identity design?
Understand your brand identity: A deep understanding of your brand values, target audience and positioning is essential. This helps create a visual design that conveys the right message and resonates with your audience on a deeper level.
Minimalism and simplicity: A timeless design is often simple and minimalist. Avoid excessive complexity and keep the design clear.
Example:
Here is the example of the EMT (public transport) that is still relevant today. You can see 'the age' of the design from the application on the passenger car.
