Actabl Style Guide 2022
I have always been skeptical that brand style guides are worth the energy and love we pour into them. Aren't they out of date the minute they are pdf'd? Aren't they domineering, top-down and stifling of creativity and speech?
But then I see my old ones and realize it wasn't an attempt to control a conversation or reduce creativity in speech at all. It was a toolset (sheet music?) to help a group of people - a chorus, if you will - sing the same song, speak in a common voice to accentuate their harmony and increase their volume.
