Working with constraints

Creativity is often considered an innate talent. However, in reality, it is a way of working. It is an obsession with finding solutions within constraints. Sometimes, the solution emerges within hours; at other times, it requires months or even years. This is true for all creative fields, including corporate identity design.

Constraints are the guiding principles that make creation possible. To create is not to conjure something out of pure freedom but to wrestle with boundaries, rules, and necessities until something new emerges. A poet works within the confines of language and form, a musician within scales and rhythms, an architect within gravity and materials. What appears to be a restriction is, in fact, the ground against which human imagination sharpens itself. Without barriers, the mind tends to wander aimlessly; with them, it discovers hidden paths.

For designers, constraints come in the form of design principles, which are essential for achieving meaningful outcomes. They provide the framework within which a designer operates. Without these constraints, creativity risks becoming arbitrary and superficial. For example, designing a logo without adhering to design principles might take only 15 minutes, but the result will likely be ineffective. In contrast, working within constraints often requires weeks or even months of iteration, testing, and refinement to produce a design that is simple, unique, memorable, appropriate, and functional.

Working with constraints can be exhausting. It often creates discomfort, because the perfect solution must satisfy multiple conditions, and that means living with an unsolved problem for a long time. Yet it is precisely in that tension that the best ideas take shape. Donald MacKinnon, a psychologist known for his studies on creativity, observed that highly creative individuals tend to spend more time "playing with a problem" before solving it. They tolerate the discomfort and tension that come with an unresolved problem and delay decision-making to allow for more original and thorough solutions to emerge. This contrasts with taking premature decisions just to alleviate discomfort. This prolonged engagement with the problem leads to more creative outcomes.

At The Branvetica, we embrace constraints as an essential part of our creative process. We believe that the most meaningful and impactful designs emerge from a deep engagement with the challenges and principles that guide our work. Whether it's crafting a logo that is simple yet memorable or solving complex brand identity challenges, we dedicate the time and effort required to create solutions that are not only visually compelling but also functionally effective. If you're looking for a partner who values thoughtful design and works tirelessly to deliver exceptional results, Contact us today and let us help bring your vision to life.