Unified Not Uniform

The goal of branding is not rigid uniformity but beautiful, cohesive unity to produce emotional impact and lasting impression. As renowned designer Stefan Sagmeister has said, “In branding, sameness is overrated.”

Branding should not be treated like a monolithic logo design with stringent rules of use. Rather, when an organization is seen as an organism, laden with life and dynamism and motion and growth, its brand takes on a much deeper significance.

True brand identity should be holistic, connecting the heart and eyes and bones of an entity to its skin. Unity is far more powerful and freeing than uniformity, and your brand depends on it.

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