In response to Stephen Willard, all designers can start with a blank canvas – it’s designing within corporate guidelines where the real skill comes in. Many think guidelines are a straitjacket for designers, but I agree with Rick Osman (DW 24 May): our challenge comes in bringing the brand to life within the client’s existing framework.
Think of the shambles that would occur if the corporate police did take their foot off the gas and let any old creative through the corporate labyrinth of their approval process.
Crafting within guidelines is like stretching your legs when you’re in a sleeping bag – it’s a challenge but you can find an innovative way round it.
Greg Hobden, Account director, Living Designs, London E1