• The definition of “rebrand” has become more and more murky over time. Some projects are indeed full makeovers, but many more are one design firm building on the work of another or perhaps several others. So who gets credit for the work?
In an insightful article, It’s Nice That US editor-at-large Elizabeth Goodspeed explores this tangled question. And it’s not just a matter of personal pride: acknowledgment for good work, especially over time, is a critical business survival element for design firms.
• How do company identities and rebrands affect the personal identities of consumers? Can a rebrand, such as Jaguar’s recent shake-up, go too far and actually repulse consumers?