There are those who live by the rules, and those who rebel against them.
Rules are made to be broken apparently. Except, what happens if you break the basic rules for your brand if you or your team run amok and just do what they like?
Brand anarchy is not a pretty thing.
It's great to give a marketing and creative team some flexibility within their remit and the opportunity to play around with the brand. Yet it is hugely important that the brand is protected. Fonts, sizing and colours all
Consistency of message and look and feel are essential whilst working on a brand. Too many interpretations will deliver a diluted brand and message leading to less success.
No one want's to be the brand that is mocked across social media for an error. Logos and strap-lines should be looked at from the worst-case scenario before being unleashed on the world, I'm sure you recall the London 2012 logo being likened to Lisa Simpson doing something age-inappropriate?
Guidelines are not there to restrict creativity but they can help to create a framework to work in to best represent the business and the product.
Be boring, stick to the rules, respect the law and trust in the guidelines.
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