communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Logos going extinct?

Troubled American financial world may also mark the end of some history-making identities, specifically Merrill Lynch's bull, Lehman Brothers' family-sounding name, Bear Stearns' stern and elegant type and even AIG's full blue backgrounds.

While LB and AIG may not be case studies worth mentioning, Merrill Lynch is one of my favorites and one of the most daring and clever identities I have ever seen in banking. It would be a pity if Bank of America was dropping it...

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