The same rules that guide us can also hem us in. Preventing us from discovering a better path forward.
Yet, when someone breaks the rules and asks us to take the first step, we often hesitate. Opting instead for the safer path forward in favour of the one less travelled.
When it comes to branding, the magic often lies somewhere in between. Breaking the rules just enough to make things interesting, yet not enough to stop people from taking that first step.
Canadian writer and typographer Robert Bringhurt put it best.
“By all means, break the rules, and break them beautifully, deliberately, and well.”