In this week's Feature "On the Mark", author Hans Kleefeld states that a "stable identity is established and maintained best through a core graphic - be it a logo, wordmark or symbol that is uniquely structured, memorable and makes sense to a broad audience."

"In this respect, many graphic designers have veered off into questionable directions. Their creations are illustrations, not marks. They are identities alright, and often quite charming ones - elegant typographic or calligraphic designs, whimsical pictorial or semi abstract images. They represent what they stand of very well, but they are too detailed, unstructured and flimsy to succeed in functioning as the 'visual anchors' that hold together all corporate communications."
 
If designers were to comply with Hans Kleefeld's description of a 'stable identity', would this inhibit their level of creativity when creating visual identities?