Brand Variation

Brand programs can be designed to include variation.

A wide spectrum of attributes spans the chasm between boredom and chaos. In one direction are restraint, structure, rhythm, pattern, and comfort. In the other, you’ll find highlights, cleverness, creativity, surprise, and capriciousness. Somewhere in the middle is where you might find “good design.” Don’t underestimate the risks at either extreme.

Brand Variation

Next article: Balance