Our postmodern society is more fluid and diverse — a world bursting with myriad electronic media and display capabilities. A contemporary brand identity must reach beyond its visual manifestation in print or TV, to encompass how the brand speaks across a multitude of technology platforms, how it interacts with its audience and how people experience it at an emotional level.
Therefore, consistency — while still desirable — should not necessarily be the main driver of a brand identity system. In fact, we ought to consider total consistency an unachievable ideal: it’s impossible, and even counterproductive, to try to predict and codify all potential instances of a brand’s current identity. The vast number of stakeholders, marketers and agencies handling brand assets for the types of projects undertaken in our dynamic business and technology environments makes it very difficult to exercise constant control over how a brand is expressed. Better to embrace executional variance in a smart way, by establishing loose parameters that nonetheless can create a familial feel for an otherwise very rich group of brand applications across media and across continents.
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