Earlier this year, Pentagram redesigned the trade publication Dairy Today. While not the most interesting topic, Pentagram did an amazing job. Not only did they introduce a strong logotype, but the cover features a new dairy cow portrait each month. You really need to see it in person, but even on the web it's easy to see the cover's potential impact.
Every now and then I come across a designer who doesn't see what's so great about Pentagram. It's true that they get overhyped occasionally, but the Dairy Today cover shows their strength. They can tackle virtually any topic with ease. Nothing they do is overstated, but instead strives to set a new visual standard. In that way, the intention is to be timeless, which is lacking in most design today. Rebrand your company to the hot new trend and you'll be back to square one in two year's time.