Do brand guidelines
restrict creative freedom?
The short answer is no they certainly shouldn't be restrictive.
Brand guidelines are a set of rules to ensure the brand image and tone of voice across your marketing collateral is consistent, no matter where or when people see or hear it. But whilst they should be comprehensive, they must also be simple, flexible, and collaborative so your brand has the space it needs to grow and flourish.
This way, rather than restricting creative freedom, they will allow you to experiment with innovative ideas, enabling you to continue to create unique, interesting and inspiring campaign ideas that allow your brand to evolve whilst still being completely recognisable.
For more information on the importance of a professional brand see our article on branding.