By Chris Moody

Recent identikit rebrands for fashion houses have left many design commentators asking if brand identity is becoming boring and predictable.

The short answer is no. Identity is as rich, vibrant and provocative as it’s always been, if not more so. Look at the stone cold boldness of Collins or the balls-out weirdness of Sagmeister & Walsh. There’s plenty to applaud and revere.

I would argue, however, that creative briefs have got a bit dull. Far too often they are contrived, rational, and super pragmatic. They’re a wish list dreamed up by committee. Like a Choose Your Own Read full story ›

Source: The Drum