Does it break easily?

Some brand guidelines are like fine china — delicate, precious, and inflexible. One wrong move, one pixel off, and all hell breaks loose. The brand police descend. No one breathes. Heaven forbid someone proposes a deviation. If you’re lucky, the punishment is just a cold glare and a cancelled request. If not, it escalates — escalates to someone higher up who doesn’t see nuance, only “non-compliance.” The team freezes. Creativity chokes. You tiptoe around the brand manual like it's sacred scripture etched in stone.

Then, there are brand guidelines built like engines. Structured, powerful, and purposeful — but also dynamic. These take in ideas like air and fuel. Add the spark of creativity, and combustion happens. Controlled, timed, and with precision — it releases energy. That pressure, well-handled, powers progress. The brand moves. It has momentum. It adapts without falling apart. It allows space for evolution without losing integrity.

Which kind of brand guideline does your organization run on?

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