Stand up for your brand (Part 2 of 3): Freedom of creativity
Branding guides are essentially rule books governing the use of you company’s identity, but that doesn’t mean they limit your creative team’s freedom. They’re foundational building blocks. It’s so interesting to see what happens when different craftsmen begin work with the same tools.
Established brand standards actually help you push the visual envelope and explore creative solutions. It’s our job as creatives to push the limits without breaking them, so everything is identifiable but everything doesn’t look static.
Tony Luetkehans is Hellman’s vice president and creative director. He’s been maintaining Hellman’s brand for 37 years. You can reach him at firstname.lastname@example.org. Be on the lookout for part 3 of this blog, posting later this week.