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Dave Kulik, CEO, heads CEVA Logistics speaks after the unvealing of the new company brand CEVA Logistics in Hoofddorp, The Netherlands 12 December 2006.

Brand implementation: phased or with a big bang?

Just like there are many roads leading to Rome, there are many ways to modify a brand identity. Apart from a logo, a brand identity consists of a brand name, fonts, colours, iconography, and a tagline. There can be multiple reasons for organisations to decide to rebrand, like a...