Guidelines are not a barrier – they’re a spur to creativity

In his recent letter, Stephen Willard is quite wrong to state that corporate guidelines stifle creative design and innovation for designers who have to work with the brand.

In our experience, working within these guidelines is a spur to greater creativity. While it may be true that they can present a challenge, the ability to overcome these restrictions – which are usually but not always relevant – to produce insightful and convincing communications is what differentiates good designers.

Far from being barriers to audience engagement, corporate guidelines should be welcomed as a spur to genuine creativity.

Rick Osman, Partner, Highwire, Amersham, HP6 5AE

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