The original idea—systematising knowledge about identity and standardising expressive tools—was a very good and correct one. In large companies, it is indeed necessary to pass on complex information to new employees and ensure consistency in results.

If 10–30 years ago, creating guidelines was more like an engineering manual “for insiders,” today it has evolved into a complex structure of knowledge, techniques, and methods. It has grown significantly and transformed into a full-fledged design system.

Traditional Guidelines Have Become Ineffective Because They Are Not Adapted to New Standards.

1. No one reads guidelines. They are perceived as little more than a glossy magazine for the marketing department’s reports.
2. They fail to keep up with rapid changes and updates. It has become increasingly difficult to adapt quickly and ensure that all designers are immediately informed about innovations
3. Guidelines do not account for the experience level of specialists. They assume that only senior designers—or at least experienced ones—will read them.
4. A closed system hinders company growth. Guidelines often create a miniature world of bureaucracy, where directors and department heads are afraid to deviate from the rules to avoid taking responsibility. As a result, within 2–3 years, the company begins to stagnate.
5. They fail to consider technological advancements. Most guidelines are still designed as PDFs and printed brochures, while other companies have already launched interactive landing pages and dynamic design systems. Not to mention the use of AI.
6. Guidelines are out of touch with their audience. When large numbers of people moved from Instagram to TikTok, it took several years for guidelines to acknowledge TikTok as a distinct video format.
7. Guidelines existed to avoid punishment. Their primary function was to refer back to rigidly defined PDF rules rather than to help develop the brand.

A common myth in many companies is that guidelines should be structured so they can be distributed to contractors in sections relevant to their specialisation. But this has never worked and never will. People do not want to interact with static PDFs—they need live support and flexible agreements.

A good example of the failure of guidelines to adapt is Google’s standards. The company has excellent online guidelines and brand books, yet its services remain fragmented, its solutions become outdated, updates are infrequent, and errors accumulate.

Brand-Book-Google-for-Work.pdf

What’s Next?

The emergence of a dedicated brand designer role is a promising development. These specialists, like librarians, organise information, monitor updates, make adjustments, and promptly notify teams. In the near future, they will replace traditional guidelines, becoming the much-needed “live” support system.

Brand designers are essential for companies that do not want to remain stagnant for decades but instead strive to adapt daily to their audience, formats, media, and platforms.

Modern Constraints

The more flexible a system, the more sustainable it is. It is important to introduce flexibility levels for rules so that designers understand where they have room to experiment and where they do not.