A companies mark can be sacred, and for good reason. It is the heart of the companies brand identity, and represents everything the company believes in and stands for, and is indelibly branded on a every product and service it offers. The style guide for a mark has a biblical importance, addressing every possible variation of use in promoting strict consistency. But… in our brave new all-things-digital world, consistency is an opportunity lost. An image on a website can be altered instantly, unlike once-dominant print marketing. So we have come to expect unceasing change in our daily interactions with the world to nurture and appease our ever shrinking attention spans. I assert that infusing variations into a mark has advantages for making and keeping connections to a marketplace that expects mutation and transformation.
A client was recently very open to the possibilities. In developing his new mark, I uncovered a desire on his part to correspond with his clients on a more personal level. We discussed the practicalities of utilizing the mark for the purpose. Birth stones had always intrigued him, and his fascination fit in well with the overall concept of honing and refining.