How A Digital-First World Has Changed Brand Guidelines
Brand guidelines have changed dramatically in today’s digital world. They are no longer limited to print usages and the rules of logo usage. These changes are adaptive to the changing experiences of digital platforms, devices, and touchpoints. Guideline changes are consistent and adaptable, yet persist in the same key visual and core principles of the brand. These principles are also able to extend to social media, mobile applications, websites, digital ads, and emerging technologies like AR and voice devices. The shift to digital brand guidelines has become critical as firms deal with a complex media ecosystem where consumer engagements happen in a matter of minutes and are scattered across diverse channels. This involves managing the brand’s coherence while addressing platform-specific requirements, technical constraints, and user behavior constraints. Static comprehensive brand manuals have been replaced with brand systems that live and breathe with technology, user feedback, ...