Time and time again I hear that corporate i.d needs to be straight forward simple and plain, why?

Why can’t it look interesting whilst still presenting the companies message?

Usually the client can be a constraint to creativity, but more often we tend to be our own constraints with being clueless with what to do and how to present a standard business. Also if you do come across a difficult client who is worried on how you present his business take it upon yourself to convince him your design can work. Alternatively pick up clients that are willing to take risks.