I‘ve worked on a two different high profile websites (where my company Articulate was contributing copy) where a lavishly well-paid and highly-respected brand identity gurus had created a logo and/or brand guidelines that were fundamentally incompatible with online use.
In one case, the colour palette had too little contrast and consequently failed usability tests.
In another, the brand book had NO description about how to use the logo online although it had pages about t-shirts and PowerPoint presentations. It did, however, insist that the logo could not be smaller than a certain size. Since this was given in centimeters and obviously design for things like cap badges and letterheads it was completely unusable online.
My question: if a web site is an organisations most public face, what are these people doing charging hundreds of thousands of pounds to produce guidelines that totally misunderstand the online medium?
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