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"We need to ensure brand consistency in the design." [read: make sure every page looks the same]
Consistency in this sense is also an illusion.
Style guides for websites are meant to ensure that at some level the brand identity is maintained across the many layers and levels of a site. This is a good thing. To veer too far from these guidelines means that the brand identity becomes diffused and its impact lost.
Sadly, the corollary is true too. To stick too closely to the guidelines means that the experience we create becomes flat and uninventive. It means the life we are trying to sustain and create in the brand is replaced with a representation of the brand, through design, that is stagnant and without life. It's boring and predictable.
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We need to understand the guidelines effort to support what the brand means (in its broadest and deepest sense); then interpret the guidelines at every moment that there is a change in content, functionality, need state or user state. The point is not to make things look the same. The point is to make it feel and behave like the brand. The visual display needs to re-invent itself all the time, while remaining 'on-brand' in order to have life.
Next: Your brand's ill
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