Where do we find the identity of a company or a brand? Is it in their logo, the typeface, their livery, the company’s business idea or its culture? The identity resides in the whole and it should be used consistently in every situation.

An identity undergoes changes over the years, as does a living being. Minor changes, refinements and improvements, but always so that it remains recognizable. This is what keeps an identity alive over time and this is what can transform an identity into an enduring brand.

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