86 Program Confidence

Successful identity programs rely heavily on consistency. Consistency is a measure of confidence. Confident companies that commit to strong identity programs will see the best return on their investment. However, identity programs can have a shorter lifespan than graphic identities.

While a strategically focused organization might consider changing only its graphic identity once in a generation, programs may need to be refreshed after a three-year business cycle. Program variations might be necessitated by events—campaigns, trade shows, changing seasons—or ad hoc. Strong identity programs allow for a good balance between ordered consistency and opportunistic variation.

Confident decision makers who are willing to commit to certain brand ideals see application standards not as a limitation but as a reflection of their commitment. Designers see this commitment as another kind of constraint—and as a source of inspiration for creative problem solving.

1. Sultry Sally
The Creative Method
Tony Ibbotson

2. Opera Grand Rapids
Square One Design
Lisa Dingman, Mike Gorman, Yolanda Gonzales, Sarah Mieras

Sultry Sally chip bags exhibit the courage of their convictions. Each season presents Opera Grand Rapids with an opportunity to renew its commitment to its program aesthetic.