You know that old adage of you need to learn something 7 times before it becomes a habit?
A young art directing wannabe came to show me her folio the other day. As usual I gave her my standard spiel about too many press ads and not enough digitally enabled ideas.
Anyway. One piece in her book was a damn clever visual pun using the logo of a brand. A brand I’d worked on when I was in London.
Suffice to say I loved the idea. When she asked me why, I told her it was because I knew that you’d never be able to do that idea in real life.
Obviously she asked me why.
And the answer is brand guidelines.
A somewhat weighty tome of rules and regulations designed to stop people doing whatever they want with a brand that has taken a lifetime to perfect.
“Oh”, she said. “Does that mean I should take it out my folio?”
Absolutely not, said I.
You see when you’re not constrained by brand guidelines you’re free to do whatever you want.
So do it.
Because one day you’ll spend most of your working life trying to break or bend those guidelines.Tweet