Now this is easy, it has to be usable! So many years as a designer I would open up a new guide excited to create something bespoke and feel utterly deflated when the graphics were locked, flattened and dare I say it somewhat ‘samey’. It’s so important to think of a guide like a kit of parts. Some designs should be print and go, but of course layered, and some should be there to inspire building your own! I want all our guides to have a longevity to them that can be elevated, aged up or down, move direction, added to and of course feel true to the IP. If the graphics don’t ooze DNA in everything from editorial to a simple icon, then we haven't done our job correctly.