A template is a design with most of its decisions already made, so the person filling it makes only the ones that are left. Building one starts with a split. A locked part is anything the brand depends on staying the same: the wordmark, the margins, the background, the type styles and the position of the headline and the picture. An open part is a slot to be filled, usually the words and the photograph. Everything that is not deliberately open should be locked, because each loose element is one more place for the brand to drift on a busy afternoon.
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