35 Inclusive Programs

Good identity programs provide for variation from the start, but the larger trend of customer or user personalization has tested the traditional boundaries of consistency.

An expectation of variety has combined with the ready availability of desktop and online publishing tools to shift emphasis away from the hard rules of conformity one might have found in an identity standards manual a few years ago. In this landscape, the rules loosen as customization and personalization become possible in identity programs. The sort of litmus test for appropriateness you might find in a brand bible might provide all the order a program needs.

Customization and personalization are powerful tools, but they can erode brand recall if used ...

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