Have you ever tried to count how many people have an impact on
the corporate identity of your company?  By their work, by
making small decisions, but also by their unawareness of the
context? Each member of the “branding team” brings their own
perspective to every project. Behind every piece of marketing or
expression of the brand — whether it’s a business card, a shop
assistant, or an advertising campaign — I see hundreds of people
working together in the name of the brand.  Brand manuals are
created to predict the future, they define what the letterhead
must look like, or how a rooftop sign ought to look. But nobody
can know what will happen the following month or year after
their completion. What if after the first implementation weak
spots are found? Does anyone bother correcting them? And how
many people actually possess that famous “design-
guidelines.pdf”?  The expression of a brand is not contained in
a single person or document, everyone involved subconsciously
includes their opinions and perceptions.