When I heard about Accenture’s brand refresh, I was excited about the concept behind it and what it represented. But the more I evaluated the execution, I began to feel like it didn’t really take into account all different ways they’d be reaching their audience. In my eyes, its application certainly works well for print media, but that didn’t completely translate when it came to the web, particularly on mobile devices.
And mobile devices are just the beginning. Soon, we’ll have all sorts of devices connected to the Internet. This is a problem that most brands haven’t accounted for yet, but it’s something they need to start thinking about now.
So, how do we design for future we can’t anticipate? I wish I had the answer to this question but maybe I can offer some insight. If you think about the concept behind COPE (Create Once, Publish Everywhere), could it be applied in a similar approach to how you represent your brand? What if your brand adapted to the device, channel or platform through which your audience was consuming your content?
I’ve already seen applications of this type of thinking in a couple brands such as Simple and Seagate. In the case of Simple, you can see it being practiced on their homepage. The logo application is different on its credit card design as opposed to the website.
The benefit of representing your brand to the user in this way is that it presents itself in a way that best suits the user. It’s presented thoughtfully with them in mind, creating a better user experience. That’s brand points, people!
Traditional branding pros might consider this blastphamous, saying that “it breaks consistency”, but I believe the tradeoff is worth it.
We haven’t had the capability to do such things in the past (nor have we had the need)?. The web and other digital media allow for a more custom tailored experience and your brand should reflect that as well.