‘Bland Guidelines’ Pokes Fun At Just About Every ‘Creative’ Brief Ever
By Mikelle Leow, 24 Jun 2019
Image via Shutterstock
Some projects take even quicker to accomplish—that’s because you’ve completed the same thing several times.
Taking a swipe at stereotypical brand decks is copywriter Vikki Ross, who has partnered with brand and ad agency Mellor&Smith and its junior designer Grace State to develop a parody Bland Book comprising backstories, missions, and visual guidelines you’ve likely seen before.
“If your client briefs you to write their brand guidelines and the brief says they’re dedicated, authentic, passionate, honest and trusted… [we] have done the work for you,” Ross tweets in a witty thread. “[Presenting] our Bland Book. Thank us later.”
As with several brand identities, this textbook version sports a corporate-esque palette of blue, white, and black, embraces Arial headlines and boasts a voice that’s “clear, human and honest.”
Jokes aside, each page is accompanied with reasons why mundane, “bland” identities rarely work. A company’s self-proclaimed “USP,” for one, might really stand for “Unoriginal Selling Point.”
Check out the snarky, relatable yet informative guide below.
If your client briefs you to write their brand guidelines and the brief says they’re dedicated, authentic, passionate, honest and trusted, @mellorandsmith, @Gracie_EG and I have done the work for you. Present our Bland Book. Thank us later. #BlandBook pic.twitter.com/CRfzEuVFVc— Vikki Ross (@VikkiRossWrites) May 21, 2019
[via Vikki Ross, images via various sources]
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