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smashingmagazine.com

If You Love Your Brand, Set It Free — Smashing Magazine

It’s impossible, and even counterproductive, to try to predict and codify all potential instances of a brand’s current identity. Better to embrace executional variance in a smart way, by establishing loose parameters that nonetheless can create a familial feel for an otherwise very rich group of brand applications across media and across continents.
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Smashing Magazine
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