SOMETIMES THE, ONLY THING A BRAND NEEDS IS A LITTLE REFRESHING. But sometimes that’s not enough. You simply have to start over. Many small and large branding examples that were submitted for this book were revolutions, not evolutions of the brand. They were fundamentally different from the previous identity. They were beyond the extent of our thesis. Then we reconsidered.
Even drastic change in an identity still requires the assessment and assignment of equity, even if that assignment is to the rubbish bin of history. But no matter how far you try distance yourself from the past, it’s still there. A drastically altered identity is the mirror opposite of its predecessor. For every thesis there is antithesis.
Moreover, there ...