Rationales
Rationales
Out of context: Reply #4
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Brand standards that acknowledge attributes, concepts, etc. inevitably express some kind of rhetoric like this. IT can be long-winded and laced with BS, or it can be focused on ideas that help in the application and expression of the brand. The line may be fine there...
Have a look at Tony Spaeth's info round this: http://www.identityworks.com/
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