The concept of a generic visual brand guide is not necessarily outdated, but the approach to brand guidelines has evolved over time. Traditional brand guidelines typically include rules about logo usage, color schemes, typography, and imagery, providing a standardized framework for maintaining a consistent brand identity across various platforms.

However, in the dynamic and diverse landscape of contemporary marketing, some argue that overly rigid, generic guidelines might limit creativity and adaptability. Brands today often seek more flexibility to accommodate different channels, engage diverse audiences, and stay current with design trends.

Many companies are shifting towards more dynamic and comprehensive brand systems that allow for creativity within certain defined parameters. This can include adaptable design elements, modular components, and guidance on how to express the brand essence rather than strict rules on visual elements.

In essence, while the traditional visual brand guide still serves as a valuable foundation, there's a trend toward more flexible and adaptive brand systems that reflect the modern, ever-evolving nature of marketing and design. It's about finding a balance between consistency and the ability to evolve with the times and adapt to various communication channels.