Recently I have been working on a project which has allowed me to indulge in an area of design which I have a real passion for; blending the old with the new. Modernising and complimenting historic design with contemporary features to create something which appears like it was always meant to be that way.
Whether it’s architecture, cars, clothes, consumer products, I have enormous respect for any designer who manages to pull off the balancing act of creating something new and contemporary whilst paying respect to history. I think it’s a skill which takes restraint, respect, knowing when to hold back and knowing which parts of an old design still translate well into a modern design and using them effectively.
With everything becoming digital and especially consumer products pushing technology forward into new territory, there rarely seems to be much thought about the past and where we’ve been; only where we’re heading. I have no problem with that in the slightest, it's exciting, but from a designer’s point of view I think it’s incredibly important not to lose sight of history, heritage and an appreciation of where we have been to get to this point.
Above, I mention cars. The sensible, level-headed part of me knows that cars are an enormous financial liability and rapidly depreciating metal boxes which all serve the same basic purpose of getting us from ‘A to B’, albeit with more speed and/or refinement in some cases. The less sensible, sentimental designer in me believes that cars are the ultimate embodiment of functional art. The way a high-end luxury car combines technology, creativity/aesthetics, engineering, fashion and function all simultaneously is something unmatched by many other things.
Using cars as our reference, a perfect example of design heritage is Porsche. I appreciate some people accuse Porsche’s design philosophy of being ‘lazy’ or boring because of its lack of revolution, but I can’t help but think those people are either being facetious, jumping on a bandwagon or just missing the point.
Ever since the predecessor to the 911, the 356 was designed in the late 40’s, the car has retained and evolved its signature features and design cues. To maintain this instantly recognisable identity across decades whilst constantly developing the technology to remain state of the art and leaders in the market place is nothing short of incredible. It's a feat which not many companies achieve within their lifetime and deserves a huge tip of the hat.
If Porsche were to completely discard its history and design the Carrera from scratch right now according to fashion and modern understanding of engineering and dynamics, it would undoubtedly look nothing like it does. There would probably be no bug-eyed headlights, they would more than likely discard the nearly unusable rear seats and there would definitely be no rear-mounted engine hanging over the rear axle. It would almost certainly be a two-seater, mid-engine sports/GT car with a completely contemporary design ethic like its direct competitor the Audi R8, which despite being a beautiful future classic pays hardly any reference to Audi’s history at all. The R8 was instead a step into a new era for Audi, a view of what was to come, not what had been.
Porsche on the other hand have chosen to evolve the original Carrera design to compensate for its initial failings and imperfections but have kept them in place simply because they are what make the 911 both one of a kind and instantly recognisable. To eradicate those features would be to eradicate its heritage and deny its iconic bloodline.
Is it coincidence that the Carrera model which is regarded as the least attractive and least desirable of all is the 997 which just happens to be the model which attempted to deviate from the formula slightly? I don't think so. "If it ain't broke..."
The reason Porsche has one of the most loyal followings of any manufacturer is because a man of retirement age can buy a brand new 911 now and recognise it as the car he had as a toy or on a poster as a child (the average age of a Carrera owner is 57 years old). The ability to romanticise and reminisce are unrivaled even by Ferrari, Lamborghini and Aston Martin who, other than the odd feature detail, have all completely altered their design language and philosophy over the years. Sometimes these companies have completely lost their way while ‘trying something new’ and it’s been a disaster (mainly in the 1970's and 80’s), meanwhile Porsche’s philosophy has remained constant and true.
The only other consumer product I can think of as I write this which mirrors the design heritage and longevity of the 911 is the Rolex Submariner. By coincidence also a product designed and introduced to the public in the early 50’s, as was the Porsche 356. The fundamental features of the case, bezel, crown, bracelet and dial have remained almost unchanged to the untrained eye (see gallery at the bottom of the page). Of course things have evolved enormously in the technology, materials and manufacturing but the design language is as it was in the early 50’s. Also like the Porsche, the Rolex is still recognised as the standard by which all others are judged in its respective field. Both also occupy the same niche in the market... Mid to high range, expensive but not 'too'expensive as to be unobtainable (that's how you remain exclusive yet still move shed loads of units...).
Again, some would say its design is marginally outdated in comparison to other manufacturers, having a slightly retro feel (as does the Rolex image, generally), but I would say this is simply remaining loyal to its history and fanatical fan base. I highly doubt Rolex would continue to be the biggest selling Swiss watch manufacturer if they changed their design language every few years or jumped on a fashion bandwagon.
Anyway, this is not just an excuse for me to blabber on about elitist, luxury toys (I know you’re thinking it)... So apologies if some of you have lost interest but I'll get to the point!
As people, we all have fond memories and psychological states which are triggered by visual cues and as a designer I think it is incredibly important to offer a feeling of familiarity and comfort to the user of an environment even when developing something innovative and forward thinking. If there can be a visual ‘anchor’ to welcome the user in and put them at ease with something which is otherwise alien, it’s a useful tool.
The first step in every project for me is getting to know about the client as an individual, I don't believe you can design accurately to a brief without knowing the personality of the target user in detail. A project should never be about the designer’s personal tastes or their ego (yet too many are), it’s about understanding the client and meeting their requirements.
Great design has the power to inspire and enthuse people and give a new outlook to our lives, improving things for the better through development, all while giving a fond nod to achievements of the past. Romance, emotions and memories as well as sensory stimulation are a huge part of how anyone reacts to their environment.
Protecting a brand image and its heritage is also a vital way of maintaining a foot in the past, welcoming existing clients into the present with a familiar aesthetics whilst introducing them to the future possibilities and any unfamiliar changes.
This is exactly how brand loyalty is created and how companies continue to evolve generation after generation, showing respect both to their customers and to their own history. The big fashion houses all rely on their history to base their current reputation and collections. It's a great balancing act of keeping old customers whilst attracting new ones. What's the point in having a wonderful story if you don't want to tell it?
Design is a reflection of us as people. The person we are today is a character which has developed throughout our lives, many years of changes, development, highs and lows, learning from mistakes and hopefully changing for the better.
I’m sure we can all agree that it is impossible to have a clear vision of where we are heading without truly understanding our past and why we are the way we are. For me, the secret to moving forward and developing successfully in any sense of life is ensuring that we hold onto the best parts while discarding the less successful parts and replacing them with something which is more conducive to us becoming a better 'product' overall.
When people show recognition that something has improved and taken positive steps forward, yet still relate to all the characteristics which make it unique... You know you’re on the right path to success.
If there's anything I want you to take away from this, it's the fact that people and good design are one and the same thing, inextricably linked. Anyone can understand how to successfully achieve design heritage and brand loyalty by simply thinking how you would go about becoming a 'better' person. Remember what the people who matter most love about you and keep hold of those features even if they appear on the surface to be 'imperfections'. You'll find that they can be used to your advantage to define your personality in a positive way.
Becoming a clone who changes to comply with the latest fad every 5 minutes commands far less respect, shows less character and rarely sticks in the memory.
Paul Hancock
(Founder/Director)
The below gallery shows 2 Porsche 911s and 2 Rolex Submariners separated by 50 years.
