It's a bit of a challenge keeping up with non-stop changing trends in the world of design. One season it's all about bold, bright colors and the next, nothing but the most muted pastels will do.
Typeface popularity is a truly cyclical phenomenon. We've been around long enough to see Eurostile heralded as the 'it' font twice. Since starting Punch Design, we've also experienced the elevation, downfall, and subsequent resurrection of Helvetica as the ideal font for public area signage.
Creating a graphic profile that can survive trend fluctuations is part of what gets us all excited about our work.
The Test of Time
With constant changes, one could ask if it is even possible to create a logo or graphic profile that will remain at the forefront of design fashion?
The answer is yes. And no.
Every company or organization must respond to changes in their environment to stay current. That may include redesigning their graphic profile from time to time. It's not uncommon. One of the most iconic logos – Coca Cola – has been tweaked and adjusted numerous times over the years.
It is easier to create a logo and graphic presence that can evolve with a company if it is taken into consideration with the initial design.
Changing Without Changing
We've updated many logos for clients over the years. Tweaking a look 'without changing anything' requires an in-depth understanding of how shapes, colors, and elements come together to send the desired signal.
But then, that's what we do. And after 26 years, we still look forward to every job.