Something that is timeless is defined as a classic of some sort that is unchanged by time. It's just as good or true now as when it was created. One way to compliment things — like art or works of literature — is to call them “timeless.”
Have you ever been to a concert or sporting event and observed or listened as people try to make a decision on a T-shirt or sweatshirt? In many cases, it isn’t the garment they are interested in. Initially, it’s the graphic, the art, that’s what catches the buyer’s eye. They want a graphic that conveys a message about where they have been, who they are or what they aspire to be. When considering artwork and graphics for a client whether they are a corporate customer, company website, store or specialty shop, keep in mind that the graphics may very well make the sale and the garment, although important, may be secondary.
In Hamlet, Shakespeare wrote that “apparel oft proclaims the man” or “clothing makes the man.” In today’s world of branding and advertising, graphics and logos can make the clothes. We are inundated with iconic corporate logos and icons. The “swooshes” and the “stripes” often come to mind. Soft drink companies have particular fonts that are easily identifiable. The infamous graphic of Uncle Sam pointing his finger and stating, “I WANT YOU FOR U.S. ARMY” has its place in history. Do not underestimate the importance of creative graphics when presenting ideas to your clients. Graphics have their place in history but may also be an important part of your business and your bottom line. They may even make you rich and famous.
I recently read an article about the iconic “I [heart] NY” logo which can be found in souvenir and airport shops in the Metro New York area. One can only imagine the revenue that has been generated in sweatshirts, T-shirts, key chains, lighters, licensing and royalties over the years. The irony is that the logo almost never happened. At the time, New York State officials were reluctant to use it in a tourism advertising campaign because they thought it was too “abstract.” They were afraid that people would not understand the message. Now, 40 years since its creation, it’s still going strong.
Another graphic which seems to be timeless comes from the 1960's surfing movie “The Endless Summer.” The graphic was inspired by the movie which depicts surfers traveling the world in search of “the perfect wave.” The poster has the silhouettes of surfers holding surfboards with the sunset as a backdrop. The orange, yellow and pink tones in the illustration give it a vintage look and feel. This graphic is still found on T-shirts, sweatshirts, and beach towels in retail department stores and beach shops on the east and west coasts. In fact, my 15-year-old daughter has been wearing a T-shirt bearing this very image over the course of the Summer. The Endless Days of Summer graphic is over 50 years old and yet it still speaks to me. Although I am not a surfer, I am still in search of the endless summer. Yes, another timeless graphic.
You never know, the graphic you create for your client today may become a “timeless” work of art tomorrow. Hopefully, the royalties associated with it are “endless” as well.
Charlie McGuinness is National Sales Manager for Corporate Division and Wholesale Distribution at MV Sport/Weatherproof & The Game Headwear. This column is inspired by listening, observing and finding something valuable in daily business interactions and life experiences. He can be reached at charliem@wpmv.com.