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Heritage brands face a familiar challenge: how do you modernise an identity without losing the history that made it meaningful in the first place? The answer is rarely to start from scratch. The strongest brands know how to take the visual codes people already recognise, such as colours, symbols and monograms, and refine them for a digital-first world.

In sport, everyone understands team chemistry. When members of the team aren't on the same page, it shows in your performance and more often than not, leads to your downfall. Your brand’s visual identity works in exactly the same way. Every logo, colour, typeface, and image you put in front of the world is either pulling in the same direction or fighting against itself. Most organisations don't realise how much the latter is costing them.