Anyone who has ever been involved in designing or managing a graphic identity program (pretty much everybody in design and mar-com) has experienced fleeting impulses to rebel. Rigid rules and authoritarian orders run counter to freedom of expression and creativity. But identity guidelines are the foundation of branding. Consistent and repeated use builds brand recognition. And yet! Just once, wouldn’t it be fun to run the logo in pinstripes or push the corporate colors into a more punk PMS shade? Or tell the “identity police” that being forced to use the logo is a blight on your beautiful cover design?
This identity guideline spoof, created by Sydney, Australia-based designer Christopher Doyle, lets us live out that fantasy and poke fun at the pomposity of it all. Here are a few spreads from his personal identity guidelines. For the whole book, see christopher doyle.