A colleague passed me the brand guidelines document of a potential new client today. More of a logo usage manual to be honest, a good looking piece of work, certainly well-crafted by an obviously competent design firm and definitely rigid enough to prevent any dilution of their visual identity.
However, like most brand manuals in 2010 it could quite easily have been produced in 2000 given the content and lack of consideration of digital media. I think the goalposts have now well and truly moved to the point where even organisations who have traditionally existed in an offline arena need to make far deeper consideration of their brand in a digital environment. Yes, we still need to know where to put a logo on a letterhead and how many millimetres we should leave as an exclusion zone and so on. But what we really need to know is how the brand is going to live and breathe online.
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