Six thoughts about what defines “Iconic Design”
16th June
5. Iconic doesn’t come in “Instant”.
Iconic designs begin as seeds. With luck and perseverance, there is a chance that they might take root in the consumers’ hearts and minds. But this means the client must have an appetite for the long haul. A good example of the tenacious client is Rene Lacoste.
He was nicknamed “the alligator” because on the tennis court he never let go of his prey. His was the first clothing brand to put the logo on the outside of the garment. Lacostes’ enduring qualities in sport were matched by consistent repetition of brand iconography over the years.
To its credit, the Lacoste branding hasn’t evolved very much. The crocodile is still on the left breast of the shirt, and the same sense of lightness evident in the athletics of Lacostes’ game and garments is still echoed in the advertising. Sticking at it regardless of pressures to meddle and respond to short-term trends is an under-rated part of creating icons.
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