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.
I was not ready for the intensity of the replies
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new fonts, flashy color palettes, and hyper-distinctive styles may capture attention briefly—but they often become outdated just as fast.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
You could say Apple and Nike are timeless, but their design longevity is a byproduct of something deeper. Their slogans, symbols, and narratives have created lasting emotional resonance. That’s what makes them feel timeless.
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.
Archetype | Core Traits | Example Brands |
|---|---|---|
The Innocent | Happiness, goodness, optimism, safety, romance, youth | Coca-Cola, Nintendo Wii, Dove |
The Everyman | Seeks connection and belonging, supportive, faithful, down-to-earth | IKEA, Home Depot, eBay |
The Hero | Courageous, bold, inspirational, on a mission to improve the world | Nike, BMW, Duracell |
The Rebel | Questions authority, breaks rules, craves rebellion and revolution | Virgin, Harley-Davidson, Diesel |
The Explorer | Finds inspiration in travel, risk, discovery, and new experiences | Jeep, Red Bull, REI |
The Creator | Imaginative, inventive, driven to build things of meaning and value | Lego, Crayola, Adobe |
The Ruler | Creates order from chaos, controlling yet responsible and organized | Mercedes-Benz, Microsoft, British Airways |
The Magician | Visionary, spiritual, wishes to create something special and make dreams reality | Apple, Disney, Absolut |
The Lover | Inspires love, passion, romance, and commitment | Victoria’s Secret, Chanel, Haagen-Dazs |
The Caregiver | Protects and nurtures others, compassionate, generous | Johnson & Johnson, Campbell’s Soup, UNICEF |
The Jester | Brings joy through humor, fun, irreverence, and mischief | Old Spice, Ben & Jerry’s, M&Ms |
The Sage | Helps the world gain wisdom, serves as a mentor or advisor | Google, PBS, Philips |
Using these elements you can achieve true timelessness.
Until next time,
Ajay
🧠 Ajay’s Resource Bank
A few tools and collections I’ve built (or obsessively curated) over the years:
100+ Mental Models
Mental shortcuts and thinking tools I’ve refined over the past decade. These have evolved as I’ve gained experience — pruned, updated, and battle-tested.100+ Questions
If you want better answers, ask better questions. These are the ones I keep returning to — for strategy, reflection, and unlocking stuck conversations.Startup OS
A lightweight operating system I built for running startups. I’m currently adapting it for growth teams as I scale Superpower — thinking about publishing it soon.Remote Games & Activities
Fun team-building exercises and games (many made in Canva) that actually work. Good for offsites, Zoom fatigue, or breaking the ice with distributed teams.
✅ Ajay’s “would recommend” List
These are tools and services I use personally and professionally — and recommend without hesitation:
Athyna – Offshore Hiring Done Right
I personally have worked with assistants overseas and built offshore teams. Most people get this wrong by assuming you have to go the lowest cost for automated work. Try hiring high quality, strategic people for a fraction of the cost instead.Superpower – It starts with a 100+ lab tests
I joined Superpower as Head of Growth, but I originally came on to fix my health. In return, I got a full diagnostic panel, a tailored action plan, and ongoing support that finally gave me clarity after years of flying blind.
