When I started as a designer 30 years ago, branding was centered around a strongly controlled identity. Companies could manage the use of their logo, typography, colors and imagery, creating a powerful and consistent brand for specific applications and audiences.
Now this has changed.
Shrinking budgets, dynamic cloud applications, and multiple, diverse audiences have eroded historical brand elements and applications. Where there was original photography, there is now stock photography. Where there were typographic standards, now there are web fonts and dynamic layouts. Traditional print has been replaced by a shifting mobile environment, creating new content delivery opportunities and attention challenges.