Think of Design Principles as the guardrails of your solution—quick, memorable recipes that will help keep further iterations consistent. These principles describe the most important elements of your solution and give integrity and form to what you’re designing. Odds are, they will align with the Themes you find during the Ideation Phase. You’ll also find that they’ll evolve as you design things, so don’t be afraid to revise them. Keep them short and memorable, like, “Talk like people talk,” “The service always connects to the community,” or “Keep women at the center of business.” Lower-level ideas like “The logo should be blue” or “We offer discounts” are not Design Principles.