Zeitgeist, or “the taste and outlook characteristic of a period or generation” is usually reflected in the design around us. From shoes, to packaging, to tv commercials and products – DESIGN – swims in the prevailing stream of art, culture, mood, politics and perspective.
There may be no better chronological review of this than Super Bowl logos.
The notion that design MUST follow some sort of trend of fashion, however, should be constantly challenged. Authentic design shouldn’t solely point towards society, culture or other fleeting characteristics. Instead, it should be derived from the soul of the clients and their promise.
You know the designer whose soul dies a little bit with each design? Perhaps that’s because he or she pour THEIR heart into it. Granted, a designer needs to subject his or her design to a gut feeling, but to rely 100% on this isn’t sustainable and doesn’t serve the client. Better for a designer to use the external UNIVERSE for inspiration, one that is changing and sustaining itself. That’s where the delicate balance happens. Balance between external inspiration (culture, society, etc…), the client’s objectives and the designer’s gift to see beyond and around typical solutions for something greater.
This trifecta of stimulus, if embraced, generally creates the best form, function and personal fullfilment combination. That’s the strategy, brand and expression that goes into our work.