According to trends or building sustainably
The question is not about choosing one of two, but knowing where changes are allowed and where they are not.
For the core identity consisting of the logo, typeface, and primary color palette, choose sustainability as these elements are costly and painful to redo. Visual trends have their reasonable place, but that place is in easily changeable outer layers like campaign patterns, illustrations, and social media content. The wise approach is to establish a simple, clear, and long-lasting core, then let trends play in the outer layer that can change with the seasons.
For the core identity, Sinh Vũ's answer is always sustainability. Not because visual trends lack value, but because the core identity elements are the most expensive and painful to change: reprinting packaging, changing signage, updating all touchpoints (everywhere customers see the brand). Doing it right once, building on a clean foundation that lasts, will save much more than following trends and redoing it after a few years.
Core and outer layer: two different areas.
Sinh Vũ often explains to clients that the brand image is like the foundation of a house and the paint layer. The foundation must be solid and not change with the seasons. The paint layer can change color when wanting to refresh the space.
- Core (should not follow trends): logo, main typography, brand color palette, basic layout principles.
- Outer layer (trend compliant): campaign patterns, seasonal illustrations, lifestyle images, secondary colors for each campaign, social media post formats.
This separation allows the brand to appear fresh and keep up with market trends without having to change its core each time a trend shifts.
When the trend is truly suitable
There are two cases that lean more towards trends than rationality.
- A brand in the fast fashion or entertainment industry, where novelty and updates are part of the core value that customers expect.
- The campaign has a clear deadline, which does not need to last longer than a few months.
For most other businesses, trends are campaign tools, not brand identity strategies.
Running with a trend: Looks modern at launch, but often becomes outdated in three to five years, leading to the cost of replacing all touchpoints, from packaging to signage to digital publications.
Most common errors
- Add trendy effects to the logo, like complex gradients or temporary 3D effects, only to realize the logo looks outdated after a few years.
- Redesigning the identity because you see competitors or major brands just changed, not for internal reasons. This is an emotional decision, not a strategic one.
- Confusing sustainability with being outdated, maintaining an identity that has truly become obsolete for too long out of fear of touching the core. Sustainability does not mean never changing, but only changing when there is a real reason.
- Investing the entire budget based on a core trend, only to find the whole system looks outdated once the trend passes.
Simple, clear, and flexible identity lasts longer than complex and trendy identity.
BrandCrowd, Logo Trends vs Timeless Design
The viewpoint of Sinh Vũ
Through many projects, what Sinh Vũ sees as the client's biggest pain is not that the identity looks unattractive, but when the core follows trends and then has to replace all touchpoints at once: signage, packaging, capability profiles, websites, uniforms. The cost and time are almost like starting over, while if the core is built correctly from the beginning, this step would not be necessary.
Sinh Vũ does not say that trends are bad. Sinh Vũ says that trends have their place, and that place is not in the logo or primary typeface. When you want your brand to look fresh, consider changing the outer layer before thinking about the foundation.
Decision checklist
Topic: Should you follow visual trends or choose long-term sustainability. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
BrandCrowd, Logo Trends vs Timeless Design; Tribu, Design Trends vs Timelessness; practical experience through projects by Sinh Vũ Studio.
Frequently asked questions
My identity looks outdated compared to competitors. Should I redesign it to follow the trend?
Looking old and outdated are two different matters. If the logo is still clearly readable, consistent across touchpoints, and distinguishable from competitors, there is no need to change the core. You can refresh the brand's feel by changing the outer layer, such as patterns, images, and secondary colors in the campaign before deciding to redo everything.
My industry changes rapidly, should I allow for more flexible identity?
Flexibility at the outer layer is completely correct. However, flexibility at the core often leads to a loss of identity rather than being more modern. In a fast-changing industry, a better solution is to build a core that is simple and neutral enough not to become outdated over time, while allowing the campaign part to keep up with trends.
Which design trends should be incorporated into the logo, and which should not?
The simple principle is to ask whether the effect will still be valid in five years. Subtle gradients, clean lines, or classic fonts tend to last longer. Prominent 3D effects, complex shadows, or trendy fonts on social media usually do not. If you cannot answer that question, Sinh Vũ recommends keeping the core intact and playing with trends elsewhere.