You may not wish to find a surprise on your bank statement, but you'd be disappointed if you didn't find a few in a fashion magazine. No customers want things to be boring, which is where absolute consistency with no variation can lead. People like pattern, routine, clubs, affinity groups, etc., but in the words of Aphra Behn, "Variety is the soul of pleasure."
Consider what role surprise can play in any brand identity you help build.
The brand identity developed for Curzon Cinemas stakes a claim on a common graphic element—brackets—but varies their use through clever, lighthearted applications throughout the program, including signage, coupons, and other amenities. Even without the brackets, the identity is strong enough to be easily identified.