Nothing says transformation like the change from Serif to Sans Serif

The age of traditional branding is well and truly over. What is “on brand” is determined by a sense of the values behind the brand, not the faithful reproduction of an image adhering to formulaic brand guidelines. In truth, the change of the logo means very little – Google do that every week. But the story behind is what makes it compelling.

Read the full-length article here. Originally published on www.switzer.com.au