The Secret to Timeless Design (Nike, Apple, and More)

I posed a simple question to the creative powerhouses (Hannah & Max) at Superpower (Have a look at the site!) — people whose work has been the epicenter of Silicon Valley’s design conversations for months.

The responses were deeper than I expected. There wasn’t also a clear consensus and what I’ve drawn from this is that there are a few ways to become ‘timeless’.

Simplicity & Adaptability

Timelessness in design isn’t just about aesthetics—it’s about clarity, longevity, and resonance.

Great design removes noise instead of adding more. A timeless brand tends to have simple fonts, simple colors, and simple layouts—executed exceptionally well.

Designs that chase new fonts, flashy color palettes, and hyper-distinctive styles may capture attention briefly—but they often become outdated just as fast.

Nike, Apple, and Sonos follow this principle. Their base colors remain consistent (black, white, silver) while they adapt accent elements to match trends. They can easily adapt to the cultural zeitgeist as they have somewhat of a blank canvas.

Timelessness is tied to clarity.

If a design doesn’t immediately communicate what it is and why it exists, it won’t last.

Apple and Nike aren’t just “clean”—they are undeniably clear.

Timelessness = Emotional Resonance

In other words, repetition of a clear message over time makes a brand iconic.

• Nike = athletes and performance.

• Apple = innovation and simplicity.

It’s not just about the fonts or colors. It’s about what those design choices represent.

How to Recognize What Won’t Be Timeless

It’s sometimes easier to spot what won’t last than to define what will.

🚫 Overloaded designs with unnecessary complexity
🚫 Websites that prioritize aesthetics over clarity
🚫 Trendy visuals that feel fresh today but disposable tomorrow

Timeless design doesn’t try too hard. It doesn’t rely on excessive elements.

And most importantly—it makes you feel something.

At the end of the day, great design isn’t just about visual longevity.

The real challenge is: Can you design something that still makes people feel something in 10, 20, or 50 years?

Generally this means, touch upon one or more of the core, timeless human desires, emotions or needs.

You can look to the 12 Archetypes when architecting your timeless brand design.

Source: https://brandsbyovo.com/expertise/brand-archetypes/

Using these elements you can achieve true timelessness.

Until next time,

Ajay