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. For designers, constraints come in the form of design principles, which are essential for achieving meaningful outcomes.

Design principles 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.

Donald MacKinnon’s research on creativity reveals that creative professionals spend far more time with a problem than less creative individuals. This is not because they lack solutions but because they’ve learned to tolerate the discomfort of unresolved problems. For most people, the agitation and tension of an unsolved problem drive them to seek quick resolutions—not necessarily the best ones, but those that offer immediate relief. Creative individuals, however, resist this impulse. They embrace uncertainty and allow themselves the time to explore multiple possibilities, understanding that great solutions often require prolonged pondering.

However, outsider-imposed constraints can degrade creativity. When creative individuals are forced to deliver a solution on a tight deadline, their work may not be as effective. Often, they cannot provide any solution at all if they have not yet arrived at one and need more time. Understanding this dynamic is crucial for businesses and clients. The best outcomes are rarely the result of rushing the process or bypassing constraints. They come from trusting the designer’s expertise and allowing the time and space needed to engage fully with the problem.

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.