Design & Timelessness

Timelessness is what endures through the ages, unaffected by trends and passing fads. But what value does a prolonged shelf life hold and how do we create timeless designs? Is there a greater purpose to timelessness? We put these questions to the team.

Alberto Ortega , Creative Director, Oil.Studio

"What makes a lasting design? Ultimately it's society that makes a design last, but society will be reacting to something. Sometimes it's simply a matter of throwing money at a problem: you flood the world with your message and make it impossible to ignore. On other occasions, however, society won't forget because it somehow taps into a deeper truth manifest as a clever design, a captivating story, or a powerful idea."

Adrià Ta?à Ferrer , Visual Designer, Oil.Studio

"Timelessness is the capacity to stay relevant and appealing over time. It's achieved differently in each design field. In graphics, it’s about reducing visual noise and ignoring trends; in branding, it's about transmitting the message clearly, which is achieved by finding out the essence of a brand: that purpose that will never change, even if the context does.

Timeless designs mean that fewer things need to be changed, adding efficiency to clients’ processes. By keeping the message over time, brands gain trust and credibility and become cultural icons in society. But designers can’t assure “timelessness”, rather they can design something 'timelessness friendly.' Success over time is only achieved by the client through being consistent with good practices and caring about the design they were provided with."

Sam Alexandroni , Co-Founder & Managing Director, Oil.Studio

"I think everyone knows it has to do with beauty and utility. I'll add that longevity also depends on the environment the design functions in and the task it performs. The digital environment is young, tumultuous, and therefore unlikely to give rise to timeless design. Whereas designs meant to function in our physical environment have more chance of surviving (the laws of physics aren't changing), especially if they connect us to something essentially human, such as food, shelter, or music.?

While simple, designs that have stood the test of time often invite variation and mastery in form and function. It wouldn't surprise me if, 300 years from now, there's some settler on Mars, sitting on a Persian rug, strumming her acoustic guitar."

Franko Rosas , Art Director, Oil.Studio

"There are some key ingredients that go into creating a design that works for generations to come. No design will be useful or aesthetic to future generations unless it works in an amalgam of these situations:?

• A clear logo, brand, or icon, whose vision behind the design converts into a symbol.
• A story so powerful it resonates deeply into the values of people for generations to come.
• Constant communication of that particular design.

An example of the first ingredient (an icon that transforms into a symbol) is the cross of Christ. Examples of the second ingredient are the Eiffel tower or the pyramids of Egypt, which stand in history, and continue to intrigue people with their stories or what they transmit. The third example could be the flag of a nation, that always reminds us we belong to it.

But when it comes to branding, there will be no timeless design. Except if a brand rules the world and this can be wrapped under the peace flag, but this is another topic. The only thing brand design can offer to withstand time is to continue with these 3 ingredients, until change occurs, and change is inevitable, so we must change with it."

Natasha Hemrajani , Content & Operations Manager, Oil.Studio

"A timeless design is one we immediately associate with an object, experience, or concept, because its unique look, feel, or use has imprinted on our memory above other designs. One could point at the simple tea cup as a great example of timeless design, its popularity undiminished over centuries, continents, and cultures.

Achieving timelessness is often the precise tailoring of a design to its purpose, the marriage of form and function. When the balance is perfect, there’s no room for modification as taking away or adding anything will destroy the harmony of its elements.

However, while designers strive for timelessness, sometimes change is imperative when a design can no longer fulfil new requirements. Once upon a time, clothing existed to protect us from the elements. Today, fashion is a marker for gender, culture, wealth, prestige, and self-expression."