Also an avid reader of Brand New — I think your impression is correct, and it's been the subject of so many parodies there has to be at least a grain of truth t

Also an avid reader of Brand New — I think your impression is correct, and it's been the subject of so many parodies there has to be at least a grain of truth to it. It's not so much that they're not pursuing "timelessness" but that timelessness has become synonym with a very narrow aesthetic (modern/geometric sans serifs, minimalistic logos, etc.), often executed without the same talent as the classics (cue the hundreds of uninspired squiggles that brands use as logos). However, I think some brands may be a bit too young for us to judge them in the light of staples like IBM/NASA/British Rail since they aren't at the same maturity level. It could be that selection bias plays a big role.