Have you heard this before, designers? On the surface, it’s a statement that sounds legit. It uses relevant jargon. Objective-sounding in nature. A ‘glittering generality’–“It doesn’t fit within or brand guidelines”.
However, I recommend that you peel that onion. Because more often than not, when a client says a design is not within brand guidelines, they actually mean something else entirely. My guess: it is one or a few of these 5 things that they actually want to communicate.
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