An exciting, explosive athlete is appreciated precisely because he or she is able to perform amazing feats within the bounds of the game rules.
If you work for an organization that controls its brand expression through graphic identity guidelines, how do you know when it is time to vary from those guidelines or to change them outright? What is the life cycle of a design template, a logo, a font family or a color palette?
Every designer or brand manager has run up against that question, and the answer isn’t a simple one, but having spent many years in the branding business let me share three arguments for why graphic identity guidelines should have long lifespans. Continue reading “In defense of graphic identity guidelines, fonts, and creativity”
Brands are often perceived in human-like terms. You would think most brand communicators would realize this, but it is surprising how often sales organizations exhibit the worst instincts of human behavior as they search for sales messages with consumer appeal.