Journal

Brand guidelines also play an important role in a designer’s efficiency. In the current climate, where everyone has their eye on time and money, a well-managed visual identity can equal greater creative output. All the hard work has already been done, so it’s just a case of implementation. Therefore, you spend less time worrying about the how it looks and can focus your efforts on generating great ideas.

From a designer’s point of view, we like following rules. We can’t get enough of them. Grids, colour palettes, point sizes, ‘x’ heights, margins – we love them. What we hate is being restricted. It is important to give designers enough room for interpretation, that’s why brand guidelines should be just that – a guide, not a creative straight jacket.