CEO Mat Heinl explains why the agency often chooses to give its clients ‘parameters’ instead of traditional brand guidelines…
What role do traditional brand guidelines have today – are they still relevant?
Different clients require different approaches. It’s as simple as that. For some clients, a traditional brand book makes perfect sense. Other clients might be complicated – different languages, cultures, educations, needs and very different understanding about what is and isn’t part of the brand or part of the design.
Now, when you’re faced with that extreme and every single other alternative in-between, then the question comes back to what’s a good delivery mechanism to help the organisation be successful in that area, and what’s a good reflection of what that business is about.
It’s about delivering guidance, rather than guidelines.
In 2008 Moving Brands was tasked with transforming HP’s Brand.
Read the full article at http://www.creativebloq.com/branding/are-traditional-brand-guidelines-still-relevant-11513880