Why I Hate “Trendy” Logos (and What Makes a Brand Timeless)
Here’s a blog draft for you, Ainslie, written in first person and tying together all the points you wanted to cover:
Why Your Logo Shouldn’t Just Be Trendy (and What Makes a Brand Timeless)
By Ainslie, Hark Creative Co
It’s tempting to want a logo that feels current and “on trend.” After all, design trends are everywhere—on Pinterest boards, Instagram feeds, and even the logos of the brands you admire. But here’s the truth: trends fade, and a logo that leans too heavily on what’s popular right now is likely to feel outdated sooner than you’d like.
A strong logo—and brand identity—isn’t about keeping up. It’s about standing out. It’s about building something that will last and grow with you. Here’s how I think about timeless branding:
1. Skip the Trendy Fonts & Fads
The fonts that everyone is using this year? They’ll be overused and dated by next year. I avoid chasing “what’s in” and instead focus on typefaces, colours, and design choices that support your brand personality. That way, your logo doesn’t just feel stylish—it feels like you. And “you” doesn’t go out of fashion.
2. Build for Growth, Not Limitations
A logo should be able to grow with your business. If you name your business after yourself, for example, it may feel very personal and authentic—but it can also make the business harder to sell later on. Similarly, if you’re overly specific in your name (say, “The Candle Co.”), you might struggle if you later want to expand into skincare, homewares, or other products.
A timeless brand identity leaves room for possibility. It gives you space to evolve, while still keeping your brand recognisable.
3. Consistency Builds Trust
Every time you change your logo or jump on a new design trend, you reset the recognition you’ve built. Customers can’t connect with a moving target. True brand recognition comes from consistency—showing up with the same look, feel, and message time and again.
When you resist the urge to rebrand every year, your brand builds strength. People begin to recognise you instantly, and that kind of recall is marketing gold.
4. Standing Out > Fitting In
Following trends often means blending in. If everyone is using the same minimalist serif fonts, muted earthy tones, and thin-line icons… you start to look like everyone else. A timeless brand, on the other hand, is designed with your unique story in mind. It communicates not just what you do, but the vibe of your business. That individuality is what makes you memorable.
Timeless is Always in Style
Your logo shouldn’t just be trendy—it should be timeless. Designed with intention, flexibility, and consistency, it will work just as well in five, ten, or twenty years as it does today.
At Hark Creative Co, I don’t design logos that follow trends. I design brands that grow with you, reflect your essence, and create recognition that lasts. Because standing the test of time is the best kind of trend there is.