How to Implement a Dynamic Rebrand While Not Stretching Your Creatives to Their Limits

A hard-hitting identity will resonate on a deeper level with consumers

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A century ago, businesses referred to their brand as a mark. A mark was purposefully locked. It was intended to identify the creator and the owner, not much different than a livestock brand. They were practical labels. Sentiment and emotion were not part of the equation. Marks were often simply the name of the business in capital letters, followed by the location of that business. These marks reflected origin and the business name often included the line of work.