Hasta La Creative!

When a brand has an existential crisis, it tends to express itself in less-than-conventional ways.

While changing the font or the color of their mark has become status quo, lately new identities have been more than just decorativethey’ve adopted a character limit.

We’ve seen stunts in which brands change single letters in their name temporarily, to companies that have decided to remove punctuation marks to distance themselves from controversy and, well, some that figured abbreviating their names to acronyms or initialisms would simplify their cultural footprint (or potentially create an influx of new business).

Continue reading at AdAge.com