Longevity is often neglected by design, trends arise from obscure creative processes. The “Design Guide” of the surface specialist Hornschuch is different. It is not a snapshot, but a tool that is being developed over a period of three years. Separated from the product level, the publication forms the basis with the trends “Origin”, “In Transition”, and “Innovation”; it defines colours, styles, materials. On the other hand, the “Brand & Product Experience 2012” shows the derived collections of the company’s brands “d-c-fix” and “skai”, supplemented by genuine samples, which make the design tangible. The empty spaces of the slipcase are awaiting the further editions in 2013 and in 2014. The concept shows that design can be both: lasting and comprehensible.