Take the university prospectus as an example. Part marketing brochure, part tourist guide, part course catalogue, the prospectus is the keystone of a university’s annual student recruitment campaign.
And the weight of responsibility placed on prospectuses shows through in their design. It’s clear that most universities take extra special care to make sure these vital publications have a big impact.
But treating important publications (or microsites, or campaigns, or apps) as special cases can damage the overall cohesion of your brand.
We’ve seen behind the scenes of enough branded design projects to imagine the process. Designers lay out the content, following the brand guidelines. Then people start wondering whether the on-brand designs will have the necessary impact. They ask for extra colours, typefaces and graphics to make the content stand out more.
The instinct to make sure a business-critical communication really grabs its target audience is a good one. And more often than not, the result is a high quality communication that’s sure to inspire change.
But when that impact isn’t matched by the brand’s other channels, its effect is severely dampened. This lack of cohesion can even be damaging, giving the impression of an organisation that cares about getting people in through the door, but not about giving them a quality experience once they’re inside.