Perhaps your association has a brand identity that has been around for decades, and there’s a lot of value attached to it—but you want to refresh your design. How can you do so without losing the identity that helped you get where you are today?
Recently, the National Grocers Association (NGA) went through just this exercise. The result: an elegant new logo and brand identity—one that highlighted what its members care about while maintaining touchstones of its past identity.
Given that NGA’s founding was in 1982 and its logo hadn’t changed since then, there was a lot of legacy to consider.
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