esigners who have interacted with corporations have undoubtedly also interacted with, or otherwise had their potential creativity stifled by branding guidelines. These ‘necessary evil’ documents range anywhere from 5-to-infinity pages and lay out the rules and regulations in dealing with a given company’s trademark (or logo) and name.
Here’s the problem: If you haven’t updated your branding guidelines in the last 2-3 years your brand is in all likelihood severely outdated and suffering in today’s marketplace as a result.
Furthermore, the fact that you’re bustin’ my chops about my having placed another design element less than the mandated 3/4″ clear of your logo is a draaag, bro. Loosen up.
Brand Managers need to think about and convince their c-levels that adapting a more flexible branding system is the future. What I mean is, find a way to write into your guidelines that they aren’t 100% rigid.
Someone I follow on Twitter recently posted a link to a project by a designer named Von Glitschka. His project, The 5-Minute Logo runs you $5 and nets you a cool little illustrative logo, or in Von’s words “For $5 we’ll take 5ive minutes and become your short order design cook and whip you up a tasty visual morsel before you can say “Craptacular!””
I’m think this is a neat idea, although Von is a little bit of a jerk for producing what I think are pretty neat little hand-drawn logos for $5. It got me to thinking that maybe I would try to sweet talk/bribe some of my friends and cohorts with alcohol n’ snacks into re-designing my logo as well, and turning this into an ongoing series.