Consistency
Websters defins consistency as "agreement or harmony of parts or features to one another or a whole : correspondence; specifically : ability to be asserted together without contradiction" that is to say that once a theme is set and you have unity and balance you stay with that.. To not do so would be like trying to paint with oil paints and water paints in the same painting. I am all for mixing mediums but even I know that cant end in a desirable way (unless your theme is a mess then it will totaly work). In the world of advertising inconsistency would be Coke and Pepsi changing their colors and their font in their brand. I know that in some places in Europe Coke has gone green but thats not what I am talking about. What I mean is what if eather of the two companies tried to change their advertising campaign to look like Surge?
I know Sure is a Coke product but it still has its own colors and font type. For coke to change its logo and such to surge would prove inconsistent.
Another good example of consistancy in design would be the shoe industry. The various brands featured to the left have been very consistant in the basic design of their shoes and in the brand name design throug out each of their design campaign, that is why today if you walk into any shoe store today and ask for one of these brands, the clerck will know exzactly what you are talkinga bout and will be able to help you find them. (And for those of you that are not shoe people, the brands are as follows: Leather high tops - Converse
Blue suede Grand Prix sneakers - Adidas
Leopard print trainers - Vans
Blue suede 420 - New Balance
Free Run - Nike)