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Making Room for Variation – A List Apart
A note from the editors: A List Apart is pleased to present this excerpt chapter from Yesenia Perez-Cruz's new book Expressive Design Systems, available now on A Book Apart.
Making a brand feel unified, cohesive, and harmonious while also leaving
room for experimentation is a tough balancing act. It’s one of the most
challenging aspects of a design system. Article Continues Below
Graphic designer and Pentagram partner Paula Scher faced this
challenge with the visual identity for the Public Theater in New York. As she
explained in a talk at Beyond Tellerrand:
I began to realize that if you made everything the same, it
was boring after the first year. If you changed it individually for each play,
the theater lost recognizability. The thing to do, which I totally got for ...