I’ve been doing some browsing through the countless storytelling presentations on slideshare when it dawned on me that most of them really miss the essential understanding of what makes a story a story. So I tried to dig back to what I learned in narratology, semiotics and culture studies to try and boil it down to some simplified notions that shed light on how stories work.
This all started with a simple PR message in VZ.LT business news outlet that has reported in an understated way that LIETUVOS DRAUDIMAS (a leading insurance brand in Lithuania) has had a visual facelift. You can read it here. Well, everything seemed ok till the very moment I paid attention to the actual changes:
When we are talking about branding guides, the first thing that comes to mind is the horrid logo usage rule-books that tell you exactly how much white space you need to leave around the logo. That’s definitely helpful, most would argue, but surely not in the “branding” kind of way. These kinds of guides are sometimes supplemented by more progressive visual guidelines telling you that this kind of photo goes with that kind of font and with that kind of Instagram filter.