When some people think “bible,” they think rulebook. Others think of it as a book of inspiration. Most people who read it tend to find a little of both. Imagine these two modes—rules and inspiration—separated into two different books. That’s what most organizations do when they want to document their brand. Brand guidelines contain the dos and don’ts of a brand. Brand bibles capture its spirit and promise.
Creating and following application rules are essential for ensuring program consistency. And creating application specifications allows for it to be done by more than one person. If identity specs are written clearly and designed well, and if they are presented positively and enthusiastically, most partners will see them as a burden lifted rather than a new one added. Program specs should define the rules, but with enough latitude for experimentation.