We work with clients big and small, so we run the gamut when it comes to design constraints. Sometimes, the client wants to start from scratch and gives us just a few parameters, while other times, we’re just making some minor changes to an already-established brand.

Somewhere in the middle is where we often find ourselves dealing with a style guide. This is a document from the client that outlines (in varying levels of detail) how their brand is represented across all media. Often, it has things like when and where to use the corporate logo(s), official colors, fonts, and that sort of thing.

We are used to working within these bounds, so that’s not a problem. But sometimes, the style guide can go just a little too far.

For instance, we worked with a client at one point whose guide specified the minimum size of the logo for display on the web at around 500 x 300 pixels, and that it had to remain on screen at all times. Think about this in a mobile perspective — that would take up most of a phone screen, and if it has to be onscreen always, then the content is doled out in 5-word increments!

It was clear in that example that the company hadn’t thought very clearly about the different devices and media that might be in play. Conversely, the reverse can happen as well — where the style guide is so vague that you’re not sure if you’re following the rules until you discover later that you’ve broken them.

Sometimes, we find ourselves in the position of creating these guides for clients, and while that can be tricky, it’s a useful reminder of the challenges involved.

What we’ve found is that even when a style guide is clear, it’s no substitute for good and open communication with the client. Sometimes what’s written isn’t what’s in practice, and it’s always good to get the straight skinny.