DOES BRAND DESIGN HAVE A LONGEVITY PROBLEM?

Summary from the TLDR Design newsletter

Brands increasingly chase launch-day novelty and short-lived visual trends at the expense of accumulated recognition and long-term usefulness. Durable identities instead build on principles, flexible systems, typography, proportion, composition, and other foundational elements that can evolve without abandoning the equity they have accumulated. Longevity does not require brands to remain visually static, but to preserve their core ideas while adapting their expression to new contexts over decades.